...=== What's In A Brand, Dept. ===
A few months ago, we did a seminar on the concept of "brand" in Corporate America.
How much do you think you know about branding? Test yourself with a question first: what would you estimate that the Coca-Cola "brand" is worth, in cash money?
In other words, supposing Coca-Cola had to change its name to Zesti-Cola, use green instead of red, and change its font and swirl and contour bottle. It did get to keep all of its factories, distribution lines, management, etc etc.
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