Massive British American Tobacco deal sets new record and demonstrates the potent power of brands
In its latest annual report, British American Tobacco (BAT) recorded the value of the assets purchased in its July 2017 acquisition of Reynolds American. The cited $93.6 billion figure makes it the highest ever recorded brand acquisition and – with the takeover almost entirely predicated on these ‘brand’ assets – highlights the critical commercial importance of the work undertaken by trademark practitioners.
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