Burberry appears to overcome several risks that have so far diminished the brand value and has successfully revitalized the brand. However, it seems to focus its efforts on product promotion while neglecting the after-sales relationship which would be essential for repeat purchases (The Economist, 2014). rather than providing a sophisticated experience. 럭셔리는 경험전달이 중요한데 위험함. Even though Burberry has gathered all things British to promote its brand identity, consumers in its home market do not seem to appreciate Burberry. What makes matters worse is the fact that they outsource production from countries like China. These can severely damage the brand identity and consequently the brand value. Since many people use luxury brands to represent their social status or identity, maintaining brand consistency should be of great importance to companies' brand management and marketing.