Media & Publications

Risk management for intellectual property: Brands in the boardroom

On November 6, 2006, the value of shares in Four Seasons Hotels Ltd. jumped by almost 30%, following an offer by Bill Gates and a Saudi prince to buy the company. What could account for an offer of $93 per share when the company was losing money? It was clearly the brand. There is staggering value in the Four Seasons brand, which the board had protected for all those years, even the years in which the company lost money and market share. 

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