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Leader of the Brand
How important is the brand today? In this week’s Global Business, Peter Day talks to a man who shows CEO’s how to make the best of their brands and their companies.
What’s in a name? Quite a lot if it’s Apple or Coca-Cola. Think about the damage to the reputation of BP since the oil spill in the Gulf. Peter Day talks to Jez Frampton, Global CEO of branding consultancy, Interbrand, about how to keep your brand on the cutting edge in these changing times and why more often than not when a problem occurs it’s more about problems in the company than the name of your product.
Last on
Sun 21 Aug 201121:32GMT
BBC World Service Online
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- Sat 20 Aug 201104:32GMTBBC World Service Online
- Sat 20 Aug 201113:32GMTBBC World Service Online
- Sun 21 Aug 201100:32GMTBBC World Service Online
- Sun 21 Aug 201109:32GMTBBC World Service Online
- Sun 21 Aug 201121:32GMTBBC World Service Online
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