In the HBR: " ... The Google brand is one of the most valuable brands in the world. In 2014, Interbrand placed a valuation of the brand at $107.43 billion, only trailing the Apple brand in value.
A reasonable person might ask, if the Google brand is so well-known, why muddy the waters by introducing a new parent brand, Alphabet? To help answer this question, the stories of two other iconic brands – Starbucks and Virgin – are instructive. ... "
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