BusinessCompany NewsBranding special: What’s in a name

Branding special: What's in a name

Brands were an alien concept to most accountants until the last few years. Now they are seen as vital components of corporate value as more firms seek to cash in on the business reputations they have spent years building up.

Brands were an alien concept to most accountants until the last few years. Now they are seen as vital components of corporate value as more firms seek to cash in on the business reputations they have spent years building up.

In this special, Paul Norman looks at how branding has become vital to accouting firms, while Lucian Camp looks at what is required to build a profitable brand.

Click on the links to read these stories and others.

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