For a start, she may benefit from having a strong, reassuring brand in a downturn.

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Some get a boost from working for a hot brand or having a relevant title.

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Having a national brand matters, because it makes products emerging from that nation more meaningful.

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In 2010, Mr Fernandes revived the Lotus brand in Formula 1 racing, having obtained a licence from Group Lotus to race as Lotus Racing.

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