We live in an era when trademarks increasingly drive corporate growth, yet we cannot agree on what they are worth, says Andrew Edgecliffe-Johnson for the Financial Times.
earlier this month, filmmaker Greta Gerwig marvelled at how “brave” the toymaker had been at letting her play with its brand.
Mattel was confident enough to be “in on the fun”, Ynon Kreiz, its chief executive, told the Financial Times. But its irreverence towards valuable trademarks is nothing to what Elon Musk did on Monday when heDitching a social media brand with near-global recognition would destroy almost US$4 billion in brand equity, according to Brand Finance. The consultant had already cut its estimate of the trademark’s worth by 32 per cent from US$5.
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