January 2017
Beginner
580 pages
160h 2m
English
Some analysts see brands as the major enduring asset of a company, outlasting the company’s specific products and facilities. John Stewart, former CEO of Quaker Oats, once said, “If this business were split up, I would give you the land and bricks and mortar, and I would keep the brands and trademarks, and I would fare better than you.” A former CEO of McDonald’s declared, “If every asset we own, every building, and every piece of equipment ...