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Case
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Reference no. 9-507-S05
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2008
Version: 5 April 2004
Revision date: 24-Apr-2019
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is a Spanish version. In 2003, Rose Marie Bravo, Burberry's CEO is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including: (1) which new product categories to enter; (2) how to deal with the appropriation of the brand by nontarget customers; and (3) how prominent the company's famed 'check' pattern should be in its advertising and clothing.
Location:
Industry:
Other setting(s):
2002-2003

About

Abstract

This is a Spanish version. In 2003, Rose Marie Bravo, Burberry's CEO is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including: (1) which new product categories to enter; (2) how to deal with the appropriation of the brand by nontarget customers; and (3) how prominent the company's famed 'check' pattern should be in its advertising and clothing.

Settings

Location:
Industry:
Other setting(s):
2002-2003

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