Original version

BBC World Service Online

Global Business

Factual: Money

Insights into the business world from the BBC.

Global Business: Leader of the Brand

20/08/2011

Leader of the Brand

BBC World Service - Global Business, Leader of the Brand

In Global Business this week Peter Day talks to Jez Frampton, Global CEO of Interbrand.

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.

Accessibility links

Programme Index

Global Business

Leader of the Brand

Genres

Brand

BBC World Service Online

About BBC World Service