The direct effect of brand strategy and brand communication in building a strong brand equity the case of Burberry

Nowadays, brands play an important role in our life, where it interferes with most people's lives, it's one of the most important subjects that attract the attention of companies and shareholders together, In the shade of an endless world of strong competition between the businesses and how these businesses might realize their clients' preferences and gaining their trust and loyalty. A brand is an outcome of recognition and emotional linking that customer develops toward the "brand" as an outcome of their cumulative experience with it, These interactions enable consumers to create strong linking with the "brand" and strengthen their trust and loyalty toward it. In this approach, "brands" boost owners' value and create a sustainable competitive advantage for enterprises. In this study, the main aim is to configure the direct effect of brand strategy and brand communication in building strong brand equity. The quantitative approach will be used to perform the research for the aim of this study. British luxury brand like "Burberry." As a good example between different other brands, since the mid-2000s, Burberry has been undergoing an ambitious transformation from a legacy business with conservative marketing tactics to a worldwide brand giving its target demographic the most digitally advanced brand experience. With total of 498 stores globally, it nowadays becomes one of the most well-known branding success stories in the fashion industry To meet the study's goal, a quantitative method (questionnaire) was used to acquire acceptable and correct data. The results of the thesis proved that there is an impact of brand strategy and communication on brand awareness and there is a positive effect of brand strategy and communication on brand loyalty, also we can see the positive effect of brand strategy and brand communication on brand quality