In the name of public health, public authorities have issued a flurry of regulations restricting companies in the use of their brands. A growing number of products — tobacco, as well as alcohol and certain foods — have been in the crosshairs.
But such policies may prove ineffective in lowering consumption of the products involved. They inevitably undermine the role that brands play in the market, depriving consumers and businesses of their economic benefits.
Read « Du danger d’effacer les marques » :: Op-ed by Cécile Philippe, director of the IEM, published in Les Échos on May 17, 2013