Burberry faced challenges in the 1990s as its brand equity declined due to inefficient management in the 1980s. Rose Maria Bravo was hired in 1997 to revive the brand. She restructured management, expanded product lines to appeal to younger audiences, and transformed Burberry into a lifestyle brand beyond just fashion. Bravo's initiatives helped attract new consumers and models like Kate Moss, increasing Burberry's visibility. Maintaining brand identity and distinctiveness as it expands globally will be key to Burberry's long term success.