Introduction Rose Marie bravo became the CEO of Burberry Company in 1997 and introduced tremendous changes in the company. Before the arrival of Rose Bravo, the company was experiencing low sales volume and faced various challenges related to marketing and competition. After her arrival, Bravo assembled a team of individuals, who were competent, qualified, and knew customer requirements. Moreover, Bravo selected a team that understood what it took to steer the company to its success. A significant number of individuals hired by Bravo were employees, who worked with the company, and thus, did not require much training or orientation before embarking on the mission of steering the company towards success. Therefore, the report examines the strategies such as rebranding and diversification, increased distribution and enhanced awareness creation, and improved quality of products, which Bravo’s team used in elevating the status of the company. Rebranding and Diversification To increase the appeal of the company, Bravo’s team rebranded the organization and diversified its products. Some of the products that the company introduced into the market are men’s wear, women’s wear, children’s wear, accessories, and prorsum. The main objective of diversification is to increase customer base and widen the level of potential customers that the company aims to satisfy (Moon, 2004). As opposed to the initial role of the company, which was the distribution of limited products and licensing, the new products increased the amount of consumers, who were willing to purchase its products. The Bravo’s team aimed at transforming the company by providing innovative and trendy luxury products to target customers. Therefore, the role of diversification was to increase the appeal that the company’s products had on its potential clients. By rebranding the company and giving it a new name, from Burberry’s to Burberry, the team hired by Bravo wanted to change the initial perception of customers that the company was old and instill the perception of a newly rebranded company. Through rebranding, the appeal to diverse products such as men’s wear, women’s wear, accessories, and children’s wear increased, and thus, led to a corresponding amplification in the level of products purchased from the company. To increase its appeal in the market, the company worked hard to satisfy the needs of customers from all demographics like the children, adults, men, and women. According to Moon (2004), the company aimed to meet the needs of the young and the newly employed individuals, as well as satisfy the needs of older people, who were no longer trendy or dynamic. The company also used celebrities like Madonna to market its products to various potential clients, an element that increased the level of purchases in its stores. Increased Distribution and Awareness Creation Company owned stores, which played an instrumental role in distributing the products from manufacturing site to the potential consumers and creating awareness in their minds. The stores highlighted the vision of the company and advertised, which increased awareness of products. The stores also acted as a testing ground for new designs and products of the company. After diversification and collaboration with successful firms, the