What's in a name?
Over the last few years, there have been several incidents of big names suffering extensive brand damage - Firestone, Coca-Cola and Levi's for example. Kate Hinsley examines to what extent companies can insure against the disruption of brand profit streams.
The ability of insurance companies to measure the risks to tangibleassets and insure against these risks may be well-established, but the
intangibles - from intellectual property to corporate
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