I have wondered for some years now at the curious contemporary passion for changing brand names.
On one hand, companies are happy to put the "value of their brand" on the balance sheet in recognition of the value of the brand name.
On the other hand, they seem to have an increasing passion for throwing away that value by changing their name, thus writing off billions from the balance sheet - not to mention the confusion that causes in the marketplace.
I can only put this down to the gullibility of Company Boards and the abilities of the PR industry.
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Thursday, August 17, 2006
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