De Beers Should Trust Its Name
On the eve of Anglo American's divestment from De Beers, a discussion has re-emerged over the company’s brand equity. How much of De Beers’ value lies in its name or intellectual property, such as A Diamond Is Forever? Is De Beers a brand, and how can its new owners best leverage that identity? It is not a new debate, but a lingering one that inevitably shines a light on the company’s retail business, now known as De Beers London. The latest discussion was sparked during an episode of The...
