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Your favourite brand of OJ

The fuss over putting brands on the balance sheet has died down, but just in case the ASB ever looks like letting the issue emerge again, this should give any creative FD pause for thought.

Interbrand, the specialists in figuring out how much brands are worth, and in arguing the case for their valuation, reckon one of the best brands in the world is OJ Simpson. That is despite the former US football and TV star’s latest defeat in the courts. But, given the current trend for people to flock to appalling restaurants just because they are linked to famous names, a ghoulish “OJ Palais” chain would no doubt make millions.

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