Produce written responses to the two tasks below, which are centred on Burberry and the luxury fashion sector CASE-STUDY: (I WILL UPLOAD THE CASE STUDY) 1. Explain the term brand DNA. Using models, theory and both secondary and primary research analyse how Burberry has leveraged its heritage over the years to create its current brand identity. (1,000 WORDS) 2. Undertake a PESTEL of the luxury goods sector and analyse two key issues, which you can argue Burberry should respond to in its future strategy. You are expected to apply the model and draw your recommendations from that. (1,200 WORDS)
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