What are the real values of the brands that businesses spend so much to build? Do they have tangible values that can be bought and sold, or are they more closely tied to actual products so that they can disappear overnight if product quality diminishes?
In recent years there has been great focus on building brands and rating their values, but, like the sub-prime loan debacle, is this another case of assigning tenuous values to dubious qualities that could disappear overnight?
http://www.thebigmoney.com/articles/hey-wait-minute/2008/12/22/whats-name-0?page=0,0
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