The Analysis of Brand Identity, Brand Position and an IMC Strategy for UK Market Penetration: The Case of Burt's Bees

Content1. Introduction:22. put up Identity22.1 Physique32.2 Relationship42.3 Customer Reflection42.4 Personality52.5 Culture62.6 Self-image73. Brand Positioning74. IMC Strategy94.1 IMC Strategy94.2 Communication Mix125. Conclusion16Appendices17Reference18The abstract of Brand Identity, Brand Positionand an IMC Strategy for UK Market Penetration:The grimace of Burt?s Bees1. Introduction:Burt?s Bees has become a tough in-person care partnership in USA afterward over 20 year?s development. It is praised for its natural personal care products and has taken up big market contend in USA. In order to extend to global market, the company penetrates UK market, however, it encounters the problem that UK customers do not know its products so that the dollar volume is low. Burt?s Bees needs to make some improvements aiming to solve the problem. This identify analyses Burt?s Bees?s brand identity, discusses its poisoning, and develops an integrated merchandise communications (IMC) strategy for the UK market penetration.

2. Brand IdentityIntegrated marketing communications (IMC) is a way of looking at the whole marketing do from the viewpoint of the receiver (Kotler, 2000:549). It emphasises the two-way communications between a company and its customers by the association with various media. From the whole marketing perspective, as Chris Fill argued, IMC integrates promotional tools, messages, marketing mix, brand, strategy, employees, technology, and agencies (Fill, 2005).



Branding is an outstanding element, because the brand of a company is the abstract image of its exclusively products. Branding could add value of the brand and its products. So branding is vital to Burt?s Bees. It is an important process to UK market penetration.

Brand identity is an important action to branding. It is that what the consumers are expected to recognize a company?s product and its brand. With Brand identity, Burt?s Bees could distinguish it from other competitors, and highlight its brand and products characteristic to make out and maintain the competitive advantages.

Jean Noel Kapferer?s prism...

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