Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Burberry Rebuilt Its Brand After Losing Its Way
In this episode of Building Brands with Fexingo, Lucas and Luna examine how Burberry, the iconic British luxury house, engineered one of fashion's most celebrated brand turnarounds. After years of over-licensing and logo saturation had diluted its cachet, Burberry faced an existential crisis by the late 1990s. The hosts trace the arrival of CEO Rose Marie Bravo and chief creative officer Christopher Bailey, who re-centered the brand around its heritage trench coat and distinctive check pattern while controlling distribution and digital innovation. They also discuss the brand's…
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