Burberry Effect on Global Presence

Burberry is a luxury fashion brand in the United Kingdom. The brand is well-known for its cutting-edge clothes and accessories. In the fashion sector, it has a broad global appeal. Its products and services include menswear and womenswear, as well as accessories such as leather bags, beauty products, and scarves.

Due to a negative reputation associated with its brand, the company underwent rebranding. The company's products and services were linked to hooliganism to the point of being banned in UK clubs and bars. Such economic sabotage spelled disaster for their company, demanding a rebranding. This new image is a shift from the former icon for the company. The rebranding is due to the urge to ward off the negative reputation associated with its former brand.

Effect on Global Presence

Burberry has enjoyed a growing market share in the recent past. Rebranding their products and services waded off the wrong reputation to become one of the luxury brands in the fashion industry.

Effect on Economic Trends

With a growing reputation and customer appeal, Burberry depicted an average increase in market turnover from 2.5 million GBP to 2.77 million GBP in their past financial years (Meierer, 2011). This is an image of the economic trend of the company in the past decade.

Effect on Market Presence

The company has a large global presence. It advertises periodically in the fashion events held in the economic powerhouses such as Italy, US, China and Australia. Reaching more customers would surely drive up their growth in the years to come.

Effect on employees

Growing customer appeal has increased their employees’ confidence. The company invests greatly in their human resource in a bid to drive up the quality of their products and services.

Apple Inc.

Apple Inc. is a leading brand in the technology sector. With a host of products and services with a global appeal, the company, the company currently enjoys a biggest market share in the electronics market. However, such success was not outright from the beginning. The company has had to undergo rebranding to reach the feet it has today. The rebranding campaign of the company started in the mid-1990s.

Reasons for Change

In the mid-1990s, Apple Inc. suffered low sales and low consumer interest. This was a bad lead considering the intense competition in the electronics front. The existing brand did not stand out from the host of the competitors; a reason for the low consumer interest. Rebranding ensured the company stood out from its competitors, thereby driving up the sales and market appeal.

Photo or icon of the company with explanation of change

Adapted from www.apple.com

The new brand is an effort by the company to stand out from their competitors in the electronics industry.

Effect on Global Presence

The rebranding of Apple Inc. has propelled it to a greater market share globally. Competitors like Samsung and Nokia play the second fiddle to the products and services by Apple Inc. Besides, the company continues to extend to new markets like Africa and Asia.

Effect on Economic Trends

The high customer appeal have driven up the sales of the products and services by Apple Inc. The company has had a steady increase in revenue growth. It is listed among the profitable companies Fortune 500 (Mazzucato, 2010). The overseas sales have increased greatly, by about 10%. Apple Inc. continues to enjoy their monopoly in their home market.

Effect on Market Presence

With a new brand, the company stood out from their competitors like Nokia Inc. Good management and intense marketing drove up the profitability of the company to the much anticipated heights today. The company continues to enjoy a big market presence locally and internationally.

Effect on employees

Initially, in the rebranding phase, the company had to deal with inefficient staff and company processes. The rebranding involved rectifying these, including laying off redundant staff, and improving the quality of staff, and their work environment. Apple Inc. values their current employees and offers great remuneration for their services.

References

Mazzucato, M. (2010). Firm Size, Innovation, and Market Structure: The Evolution of Industry .

Meierer, M. (2011). International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries. Wiesbaden: Gabler Verlag.