A look into the various marketing touchpoints employed by Burberry as well as its brand transformation under former CEO, Angela Ahrendts. 

First, an analysis and dissection of the brand including its positioning in the market, its values as a brand, and what benefits consumers perceive when they buy Burberry. Then, its comprehensive integrated marketing communications strategy is highlighted. Lastly, a line extension of Burberry Home is suggested as a possible venture to further its product line and fulfil customers' affinity with the brand. Research and conclusions were made.