Taking brands offshore

David Haigh

Recent debate about brands as assets which should figure on balance sheets has tended to be seen as the business of finance directors in takeover situations, of little concern to the marketing managements of ongoing concerns.

Taking brands offshore

How to increase profitability by minimising tax

David Haigh

Recent debate about brands as assets which should figure on balance sheets has tended to be seen as the business of finance directors in takeover situations, of little concern to the marketing managements of ongoing concerns. In fact, if ownership of brands is shifted offshore (even if only to a milder tax climate) their profitability may be materially enhanced - very much a matter for marketing directors. This is of obvious relevance to multinationals, but, in any company, holding marketing to account for the real costs of the...

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