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Ray Kieser

Group Managing Director,
GSK

GSK is the leading global brand development, activation and deployment company that drives brand performance.

Brand and business. Do brands know the difference?

by Ray Kieser Aug 28, 2013

Historically brands were created to act as business tools with a view to developing sustainable competitive advantage and future profitability. The financial and accounting communities acknowledge the value of brand as expressed as intangibles, rather good will, on corporate financials.