Burberry

1. Burberry made a number of mistakes that lead to various problems in 1997. The company which was manufacturing clothes in UK moved most of its production to Asia as compared to producing in Wales. This damaged the reputation of the brand. Even with using well known celebrities did not help the company. The company's brand name was always associated with ‘made in England' but the production in Asia tarnished the reputation. The aim of the company was to make profit but the profit was not attained since the brand was rejected as it was associated with England rather than the offshore manufacturing in Asia.

2. Rose Marie Bravo initiated a number of goals that were to be achieved in 1997. Among the goals that she initiated was to reposition the brand in the market by popularizing and rejuvenating the stagnated reputation of the brand name. she also introduced new brands apart from the polo t-shirts, she introduced children's wear, foot wares, perfumes, Burberry Brit and other line of production that had to broaden the market segment and increase customers loyalty. This expansion also targeted high quality fashions for the luxury market. He also introduced brand extension which leads to successive rebranding of the company image. In reaching these goals he updated the product line adapted brand extension, increased advertising and this lead to sustainable brand positioning in the market. he used celebrities in advertising including Kate Moss. The five years history to the company redirected the production line.

3. Burberry currently has improved its production line that has lead to high financial success in the company. The financial ratio of the company currently stands as