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Brand Success


How is Burberry perceived in the market place? How does the present image compare to the past and the factors which made the brand successful? As the new CEO, what would be your biggest challenges and what would you focus on? As the world globalizes and the quality of production in the outsourced factories improves, does outsourcing production still have a serious negative impact? Is the “made in Britain” label critical to keep the luxury status? What are the operational and marketing changes Burberry can make? What are the potential future impacts of the company’s actions on Burberry’s position in the market? Your paper should be approximately 2000 words long and use quantitative and qualitative data from the case study. The quality of your work will be evaluated in 3 dimensions: Logic                     40 Completeness    40 Presentation       20
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