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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.

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28 minutes

Last on

Sun 21 Aug 2011 21:32GMT
Βι¶ΉΤΌΕΔ World Service Online

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Broadcasts

  • Sat 20 Aug 2011 04:32GMT
    Βι¶ΉΤΌΕΔ World Service Online
  • Sat 20 Aug 2011 13:32GMT
    Βι¶ΉΤΌΕΔ World Service Online
  • Sun 21 Aug 2011 00:32GMT
    Βι¶ΉΤΌΕΔ World Service Online
  • Sun 21 Aug 2011 09:32GMT
    Βι¶ΉΤΌΕΔ World Service Online
  • Sun 21 Aug 2011 21:32GMT
    Βι¶ΉΤΌΕΔ World Service Online

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