The Economics of Branding

An Interview with Interbrand Chairman, Rita Clifton In February 2012 in a paper titled, “The Role of Brands in Human Culture” I noted the significance of branding in our world.  To illustrate this, we should note that the top 10 global brands (as measured by the Interbrand index) have a combined value of over $432 billion (against their total market capitalisation of $1.7 trillion).  That means that 24% of the real economic value of these…

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