Burberry ranks 14th with a Power Score of 69.04 in WCRC’s UK 100. Barbour ranks 51st with 65.24. The two luxury and fashion brands share a provisional score of 64 on Product, Innovation & Delivery. Their largest difference sits in Brand Positioning & Recall, where Burberry scores 80 and Barbour 68.
At 28%, positioning and recall is the most heavily weighted pillar. The 12-point difference contributes 3.36 points towards the 3.80-point overall gap. Barbour has a two-point lead in Consumer Trust & Sentiment, a reminder that each of these measures captures a different part of the relationship with shoppers.
To put the recall comparison to work, ask shoppers to identify a brand from an unlabelled garment or image, then repeat the exercise with brand names alone. The difference would help distinguish the contribution of recognisable products from familiarity with the name. WCRC’s published scorecards give the starting point. The proposed test would show whether that relationship holds within a specific market or customer group.
Burberry scorecard · Barbour scorecard · UK 100 ranking · WCRC Power Score methodology