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Rebranding strategies and their boomerang effect—the curious case of Burberry
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Olteanu, Luminita (2020) Rebranding strategies and their boomerang effect—the curious case of Burberry. The Journal of World Intellectual Property, 23 (5-6). pp. 777-797. doi:10.1111/jwip.12173 ISSN 1422-2213.
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Official URL: http://doi.org/10.1111/jwip.12173
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.
Item Type: | Journal Article | ||||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HM Sociology K Law [Moys] > KC International Law K Law [Moys] > KN Common Law, Private Law |
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Divisions: | Faculty of Social Sciences > School of Law | ||||||
Library of Congress Subject Headings (LCSH): | Burberry (Firm), Brand name products, Branding (Marketing), Trademarks (International law), Intellectual property (International law), Advertising -- Social aspects, Consumer behavior, Culture -- Economic aspects | ||||||
Journal or Publication Title: | The Journal of World Intellectual Property | ||||||
Publisher: | Wiley-Blackwell Publishing Ltd. | ||||||
ISSN: | 1422-2213 | ||||||
Official Date: | 1 November 2020 | ||||||
Dates: |
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Volume: | 23 | ||||||
Number: | 5-6 | ||||||
Page Range: | pp. 777-797 | ||||||
DOI: | 10.1111/jwip.12173 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||
Date of first compliant deposit: | 14 September 2023 | ||||||
Date of first compliant Open Access: | 14 September 2023 |
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