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Brand bandits

Brand bandits
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Brand bandits

Finance | Anthony Misquitta | 25 Jun 2009

In modern marketing, brand recognition is all important but where does one brand start and another stop and what’s to stop you crossing that line asks Anthony Misquitta

Brand banditry has been prevalent in the charitable sector for years. However, just as there is a technical difference between tax avoidance and tax evasion (and between expenses fraud and “the honest and mistaken use of a flawed system”) there is also a worrying trend emerging in which businesses and institutions, who should know better, justify what in most eyes is a brazen attempt to ride on the coat-tails of another.

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This article appeared in

July 2009

July 2009