Part A Info
Part B Info
Burberry Group PLC: How Much Can a Company Really Control Its Brand? (A), (B)
Ware, G., Vater, K., Daly, M., O’Rourke, J. S. (editor)
February 2, 2018
Strategy & General Management, Marketing & Sales
Brand Perception, brand perception problems, Counterfeiting, reputations, brand
In the early 2000s, Burberry experienced brand perception problems through counterfeiting. Their staple Burberry plaid pattern was being worn by individuals associated with less-than-respectable reputations. Angela Ahrendts, named CEO in July 2006, restored the Burberry name through several actions before moving on to Apple Inc. to be its senior vice president of retail. This case study examines what can happen – and what can be done – when a company loses control over its brand.