Burberry: Harvard Business School case Free Essay, Term Paper and Book Report
Burberry is a 150-year brand that has faced very different moments throughout its life, some of them memorable and successful, others quite difficult. Particularly, during the 80´s and early-90´s, Burberry suffered important losses in terms of what any luxury brand tries to build: exclusivity and brand equity among the target customers. Why? Basically, the set of decisions undertaken during these years led to a loss of control over the brand and a further inconsistency between the promise and the offering. Fortunately, in 1997, some major changes occurred and the brand was positively turned around. Now, the challenge is to maintain the success and moreover, bring Burberry to the next level in the apparel and accessory luxury markets.
First, analyzing the mentioned 80´s and early-90´s decades, one can say that Burberry´s growing and internationalization processes were done in a very aggressive and rapid way, leading to high penetration levels in new markets and segments at expenses of quality, distribution control and therefore, brand image. In other words, this situation can......
Word Count: 1163
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