Conclusion - The impact of using outsourcing and supply chain on brand image

There is investigation about outsourcing and supply chain, which might effect on brand image, brand credibility and relationship between brand and customers. The literature part is related about how building the successful brand, luxury brand management and the impact of using outsourcing on relationship between brands and consumers. The case studies have revealed that the consumers found the Burberry brand is reliability, therefore they perceive the brand which provide good quality products to customers. They anticipated the satisfaction with products and brand. Reliability of Burberry is brand credibility, which delivers to customers. Hence the customers satisfy with Burberry brand, nevertheless customers will not satisfy in terms of they realize that the label of the products were produced in other countries. The using outsourcing and supply chain might affect on brand credibility in the negative way because of what the brand credibility the firms deliver to customers, is different what the brand offers. 

The customers see Burberry has good brand image but this image can be changed in terms of using outsourcing and supply chain, which the customers do not trust in quality of production. Using outsourcing and supply chain is not only effect on brand image and brand credibility but also relationship between brand and customers. They are happy with the brand as long as the brand still offers good quality and appeal design but using outsourcing and supply where they do not in quality of production.