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How much is your company’s reputation worth?

To the extent that a company’s reputation impacts its ability to do business, the brand has a value, but quantifying this value is tricky and is often only considered after the brand has been damaged.

We hope that a brand is an asset, but brands can also become liabilities – drags on their companies. Think, for example, of the collapse of Ivanka Trump’s clothing brand – her product didn’t change rather the Trump name became politicized and therefore became a liability in many of her key markets.

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