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 customers and celebrities, increasing Burberry's visibility and sales. Maintaining brand identity and distinctiveness as the brand expands globally remains an ongoing challenge.