David Rattray

Cadbury

Branding experts see value in Cadbury

David Rattray

Brand experts, including Interbrand’s Rita Clifton, have backed Cadbury’s assertion that the company has a “performance-driven value-led culture” that makes its independence hard to erode.

Porsche 911

Car maker mergers not a silver bullet

David Rattray

Moves by automotive giants Volkswagen and Peugeot to create superbrands through mergers with Porsche and Mitsubishi respectively will fail to reignite the struggling car industry, branding experts have warned.

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