Interbrand’s ‘iconic moves’ invite ridicule for the discipline of branding

There was something of a panic back in 1988 when Australian firm GFW made its hostile bid to acquire Rank Hovis McDougall. The British conglomerated company owned a wealth of power brands ranging from Bisto to Mother’s Pride to Sharwoods and was performing admirably.
But the accounting standards of the 1980s meant it was entirely feasible to acquire a company and then, by breaking it up and selling off its brands to other companies, realise a significant profit. The Aussies had caught wind