David Rattray

Branding experts see value in Cadbury

Cadbury

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.

Car maker mergers not a silver bullet

Porsche 911

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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