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Rebranding strategies and their boomerang effect—The curious case of Burberry

Olteanu, L; (2020) Rebranding strategies and their boomerang effect—The curious case of Burberry. The Journal of World Intellectual Property , 23 (5-6) pp. 777-797. 10.1111/jwip.12173. Green open access

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Abstract

The analysis considers the way in which Burberry masterfully capitalized on consumers’ emotional attachments to social and cultural events and technological changes since the company's establishment in 1856 to the present day. To this end, the article examines Burberry's branding strategies and the brand's image as reflected in its advertisements over a period of over 100 years. The case study highlights the increasingly important role of consumers in creating or destroying a brand's image, raising some questions about some of the assumptions with which the European trade mark law operates in the area of dilution.

Type: Article
Title: Rebranding strategies and their boomerang effect—The curious case of Burberry
Open access status: An open access version is available from UCL Discovery
DOI: 10.1111/jwip.12173
Publisher version: http://dx.doi.org/10.1111/jwip.12173
Language: English
Additional information: © 2020 The Authors. The Journal of World Intellectual Property published by John Wiley & Sons Ltd This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Keywords: culture, digitization, Key Topics, labour, trade marks
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL SLASH
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of Laws
URI: https://discovery.ucl.ac.uk/id/eprint/10124239
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