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商品編號： 9-504-048 出版日期： 2003/10/01 作者姓名： Moon, Youngme 商品類別： Marketing 商品規格： 20p 再版日期： 2004/04/05 地域： United Kingdom 產業： Apparel industry 個案年度： 2002 - 2003
商品敘述：
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. Includes color exhibits.
涵蓋領域：
Advertising;Brand management;Market positioning;Market segmentation;Marketing strategy;Process analysis;Target markets
相關資料：
Case Teaching Note, (5-505-007), 18p, by Youngme Moon
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