Business Standard

Thomas Cook's heritage tag

Its not just the tangible assets that suitors will pay for, but also the brand value created over the years

Ruchika Chitravanshi  |  New Delhi 

Thomas Cook's heritage tag
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Thomas Cook's heritage tag

Its not just the tangible assets that suitors will pay for, but also the brand value created over the years

Don’t just book it, Thomas Cook it. Within weeks of launching this campaign, the UK-based travel company announced that its India business was on the block. The irony is not lost on the company. Insiders point out that people working on the latest creative and marketing strategy had no clue that the Thomas Cook brand was so close to an end in India.

Thomas Cook's heritage tag
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