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The always nebulous question of a brand’s value could soon be measured and debated in a court case being brought by Virgin Group, which now aims to prove that the overall brand equity has not receded within the last year.
The Virgin brand, and that of its founder, Richard Branson, has been one of the great British business stories of the past five decades. But now, the value of the brand is in question with $251 million riding on whether it has remained “a brand of international high repute” during the pandemic, according to a legal filing.
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