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Burberry faced challenges in the 1990s as its brand equity declined due to inefficient management in the 1980s. Rose Maria Bravo helped revive Burberry as CEO in 1997 by restructuring management, focusing on new product lines, and expanding the brand's appeal beyond its traditional styles. Bravo introduced accessories, perfumes, and styles appealing to younger audiences. This increased Burberry's visibility and sales as it became a lifestyle brand endorsed by celebrities. Maintaining brand distinctiveness as it expands globally remains a key challenge for Burberry to preserve its success.