Co-Branding Opportunity For Burberry With Bond 25 Movie

Target Audience of Bond Movies

1). Analysis of External Environment

The James Bond film series is one of the longest continually running film series in the entire History which has been in existence since 1962.  Bond movies have grossed more than US $ 14 Billion at current times, people across the globe are big fan of Bond movies and the movies have always stood unto the expectation of its Target audience (Dodds & Funnell, 2018). One of the strongest factors which make Bond movies hugely popular due to its ensemble star cast. Some of the all- time favourite and popular Bond actors have been, Sean Connery, Roger Moore, Timothy Dalton, Pierce Brosnan & Daniel Craig. These actors in their times have had humongous popularity with the audience and the Present Male Protagonist Daniel Craig is touted as the most popular Bond in the history of Bond movies (Dittmer, 2018).

Target Audience of Bond Movies

Occupation	Social Status Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Social Grade
Managerial, administrative, professionals and celebrities	A	Higher middle class & middle class. It is about 5% of the population.
Mid-level management, administrative and Professional	B	Middle class, 20% of the population.
Other Professionals	C1	Lower, middle class. Constitutes around 28% of the population
Skilled and Manual workers	C2	About 21% of the population
Unskilled manual workers	D	Working class

Burberry Target Audience

Burberry has been really smart in its market positioning; it keeps on doing addition in its product line to target almost all generation of people with a single theme standing out-functional luxury. Burberry clothes can be worn by people from all ages and of both genders. The current strategy of Burberry is aimed at Millennial, rather than the usual, older trench coat wearer which accounted for a large part of sales (McNamara, 2018).

USP of Burberry

USP of Burberry will help in understanding the fitment of the brand with the upcoming bond movie. The USP of the brand is as follows:

• Extremely powerful and distinctive brand identity.
• International recognition.
• Highly differentiated brand values.
• Multi-generation and dual gender audience.
• Elite fashion for premium segment.
• Brand showcased quality, strong and elegance.
• Affordable Fashion
• Presence in 50 countries and have more than 500 + stores.
• Strong associations with international celebrity.
• Royal warrants granted by Queen Elizabeth and Prince of Wales (Loureiro, Maximiano & Panchapakesan, 2018).

2). Benefit due to the co-branding opportunity

Co-Branding can be understood as a marketing strategy which uses many brand names on a good or service for strategic alliance.  In the case above, co-branding of Burberry and Bond 25 is highly advantageous to both and each will contribute to the success of each brand.

Opportunity for Burberry

The idea of Co-branding here is to give Male Protagonist Daniel Craig to wear Burberry outfits in the entire movie. Trench Coat, Jackets and Casual Shirts will be worn from the clothing section and Formal footwear will be a part of the shoe collection of Burberry.  As both the Burberry and Bond have British identity, it will help Burberry to leverage the target audience of Bond and help in increased penetration of the brand. The increase in brand awareness will contribute to higher revenue and sales, thus increasing the profit of the company (Lucarelli, 2018).

USP of Burberry

Moreover, as Bond movie is slated to have a worldwide release, it will further help Burberry in creating strong brand awareness in the markets the company has yet not been able to step into. Bond 25 will give it access to the unexplored territory and the huge investment as the co-branding partner would be leveraged by the market expansion opportunity for the company.

Opportunity for Bond 25

Bond movie are in existence since the early 1960s, ever since the franchise has been using various brand integration program to earn sizable revenue which would give impetus to its brand leverage, advertising and would also bring down its opportunity cost as the Burberry would be spending a lot of money to advertise in the movie.

Another opportunity for the Bond movie by co-branding opportunity with Burberry is the taking advantage of the organic and in-organic promotion done by Burberry will help the movie to gain awareness and people would get to know the date of the movie release. Further, Contest by Burberry in sync with Bond 25 will help in developing engagement with its target audience, creating a strong buzzword in the industry and the entire movie world (Strahle & Strobl, 2018).

Bond as a character is extremely stylish; he is seen driving Fancy cars such as Aston Martin and wearing strong labels, it is a depiction of his swanky and classy personalities. People wearing the brand and driving such cars would organically be attracted towards the promotions of the movie and will come in large numbers to watch the film, assuring a strong run at the Box office.

Presentation of Brand in Bond 25

It is extremely important to focus on the presentation of the brand in the movie as it should not look like it is forced, it should look very natural and an integral element of the movie.  The brand will be presented in the movie in the starting titles as the “OFFICE WWARDROBE PARTNER OF BOND”; this would look extremely natural and make the brand merge seamlessly with the movie titles.

It has been decided to showcase the brand at the most 6 times in the movie, where it will be 2 times in the form of oral presentation and 4-5 times a visual presentation of the brand. Some of the strategies have been thought over to merge with the movie contributing to the seamless merger of the brand Burberry with the movie.

Opportunity for Burberry

It will be used exclusively by Daniel Craig who is the male protagonist of the movie. Some of the ideas developed for the visual and oral placement are:

Oral & Visual Placement

• The first mention will be in the starting title- OFFICIAL WARDROBE PARTNER OF BOND
• The second will be a visual mention, in a high speed car chase sequence; it will be shown that Daniel Craig when stepping out of his Aston Martin Car, carefully takes his coat out and puts it at the backseat, the logo will be highly visible to the movie audience.
• Brand integration will be, while looking for a convict in the movie, Daniel Craig would be shown running in a mall, and he would enter “Burberry” brand store looking for the convict.
• While driving Aston Martin on the roads of England, alongside, a Billboard will be shown, reflecting the Poster of Burberry.
• In a scene, where he would go to attend the Birthday party of the MI6 chief, he will be shown carrying big gift bag of Burberry to give it to his Boss.
• Integration is a special effect slow motion sequence, Bond will be seen kicking in the face of the convict, and the “SHOE LABEL” will be shown in the slow motion while hitting the face of the convict.

3). Brand Placement Strategy

A number of strategies have been thought over for the Brand integration of Burberry with the Bond movie, which is a reflection of both the Web 2.0 and traditional advertising strategies (Srivastava, 2018).Some of the strategies are:

• A limited edition collection of the Bond wear will be showcased in all the stores of Burberry across the Globe.
• A contest will be run, for three month in which people who will shop the maximum in the entire duration will get to watch the Premier show of Bond 25.
• The limited edition of Burberry will showcase the packaging of Bond 25 Poster.
• The stores will have big cut out of Daniel Craig throughout the stores.
• In few of the interviews of Daniel Craig, a question will be specifically asked on how was the comfort on wearing the Brand Burberry.
• Contest, quiz on Social media with an integration of both Burberry and Bond 25 movie will be showcased.
• The marketing team will put an effort to sell some of the premier show tickets to the customers who for the entire duration of the advertising campaign showed the maximum engagement with the brand,

It can be said that the brand placement strategy in case of the movie will be a combination of the marketing efforts from the Burberry team in the ecosystem of high engagement and conversion. The brand will focus on leveraging the brand association to drive footfall in the store and widening its target audience.

The important part here is that Burberry is looking forward to Tie –up with Bond 25 to gain a foothold in the market against its existing competitors such as Chanel, Christian Dior, Hugo Boss, Prada, Versace and many more. The co-branding will give Burberry the opportunity to target the audience segment of its competitors and also drive a strong brand mileage.

Conclusion:

Bond series is the longest running series in the history of movies which has huge popularity not only in the UK, but across the globe. In the similar manner, Burberry is a British brand with strong brand identity, hence a strong co-branding opportunity for Burberry. The placement strategy is in sync with the contemporary tools of marketing including the social media tools and cross advertising. The brand is focussed on taking the leverage of the Bond 25 movie to exploit its market expansion opportunity in the unexplored territories.

James Bond is a fictional character which was created in the year 1953 by Ian Fleming. Bond is a British secret agent who works with MI6 and has been given a codename, 007(Hines, 2018).Until now, 24 movies have been released and another movie is on the floor by name of Bond 25 and is slated for release in the year 2019. EON production in collaboration with MGM (Metro Goldwyn Mayer) and Universal production have tied up for the worldwide release of the 25^th Bond film (Lewis, 2018).

Burberry is a global luxury brand which was founded in the year 1856 which has a distinctive British identity (Walker, 2018). The brand has established a strong reputation for design, innovation and craftsmanship (Henninger, Tong & Vazquez, 2018). Bond movies are known for its high glamour values which have a strong resonance with Burberry’s brand image. The cast of James Bond is seen wearing sharp suits and trench coats through -out the movie, which makes Burberry an ideal companion for the brand placement and Tie-in.

The report here will focus on the analysis of the external environment and why Burberry is the perfect fitment for Bond Brandscape. The report will further delve in as to how this co-branding opportunity will benefit both Burberry and Bond Brand. Brand placement strategy for Burberry will be suggested to draw maximum leverage for the tie-up.

References:

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Dodds, K. and Funnell, L., 2018. From Casino Royale to Spectre: Daniel Craig’s James Bond. Journal of Popular Film and Television, 46(1), pp.2-10.

Henninger, C.E., Tong, Z. and Vazquez, D., 2018. Perceived Brand Image of Luxury Fashion and Vintage Fashion—An Insight into Chinese Millennials’ Attitudes and Motivations. In Vintage Luxury Fashion (pp. 97-110). Palgrave Macmillan, Cham.

Hines, C., 2018. The playboy and James Bond: 007, Ian Fleming, and Playboy magazine. Oxford University Press.

Kim, S. and Kim, S.S., 2018. Nostalgia and the Development of Film Tourism Products and Activities: The Case of Korean Audiences of Hong Kong Films. In Film Tourism in Asia (pp. 141-155). Springer, Singapore.

Lewis, N.J., 2018. Shaken Not Stirred: The Cold War Politics of James Bond, From Novel to Film. Liberated Arts: a journal for undergraduate research, 4(1), p.3.

Loureiro, S.M.C., Maximiano, M. and Panchapakesan, P., 2018. Engaging fashion consumers in social media: the case of luxury brands. International Journal of Fashion Design, Technology and Education, pp.1-12.

Lucarelli, A., 2018. Co-branding public place brands: towards an alternative approach to place branding. Place Branding and Public Diplomacy, pp.1-12.

McNamara, S., 2018. Tatler, the Gossiping Glossy. In Tatler’s Irony (pp. 17-44). Palgrave Pivot, Cham.

Srivastava, R.K., 2018. Do low involved brands have better consumer perception due to product placement in emerging markets?. Journal of Marketing Communications, pp.1-15.

Strähle, J. and Strobl, G., 2018. Co-design and Endorsement. In Fashion & Music (pp. 117-133). Springer, Singapore.

Walker, C., 2018. When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge. GfK Marketing Intelligence Review, 10(1), pp.24-2