"Domenico, even though he was the chief executive, was still seen as the Gucci brand manager," Mr Weinberg says.

“多明尼科虽然是首席执行官，却被看成古奇的品牌经理，”文伯格先生说。

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Like any good brand manager, Russell Griggs, executive director of Scotland the Brand, is hoping to get consumers to associate certain desirable qualities with Scottish produce.

ECONOMIST: Scotland the brand