Between 1970 and 2000, Burberry became increasingly popular with the British casual cult and as such, became synonymous with football hooliganism and the ‘chav’ culture. Over exposure had caused the brand’s identity to be hijacked and, with its profits and reputation suffering, Burberry needed to reposition itself within the exclusive, luxury market.
So, how has Burberry used its PR and Marketing strategies to try and reclaim and reposition its brand?
Events and Sponsorship.
Established in 2008, this charitable organisation aims to help young people achieve their dreams and potential through the power of creativity. The foundation supports selected charities focused on supporting young people in cities where the company’s employees live and work. As well as supporting charities and organisations financially, the Foundation also encourages Burberry’s employees to volunteer their time and skills. Through its foundation, Burberry positions itself as part of the community rather than just…
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