Brand due diligence

Haigh, David
September 2002
Brand Strategy;Sep2002, Issue 163, p13
Trade Publication
Discusses Saatchinvest's acquisition of the Complan and Casilan brands from consumer products company Heinz. Details of the purchase deal; Some investors' interest in acquiring brands that are not performing as well as their potential; Impact of brands on companies' business operations and financial performance; Steps on evaluating the strength of a brand.


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