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Obviously, celebrity endorsements work. In fact, they work so well that about 20% of all television commercials feature a celebrity. "Many companies have had considerable success using celebrities as spokespersons, especially athletes," stated researchers Amy Dyson and Douglas Turco, in "The...

You won't find too many brand consultants speaking up in favour of brandname changes. They will tell you that all too often, the equity of the brand is higher than the value of a company's hard assets (think Coca-Cola, Google, Nestle and you'll probably agree). Besides, it's an expensive and...