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Intangible brands
Elon Musk and Barbie show just how intangible a brand can be.
Barbie’s brand is now worth $701mn, up from $588mn last year, even if a surge in sales is not yet visible in Mattel’s earnings.
But its irreverence towards valuable trademarks is nothing to what Elon Musk did this week when he rebranded Twitter as X. Ditching a social media brand with near-global recognition would destroy almost $4bn in brand equity, according to Brand Finance.
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