Branding

I'm a 100% believer in the value of the free market. However, that doesn't mean that I think that every business decision is necessarily wise.

Consider this:

FOR generations of shoppers, Jenners has been a byword for discerning retailing.

But the iconic name could soon be consigned to history after it emerged the expected new owner is considering re-branding the 150-year-old Edinburgh store.

Utterly bonkers.

Someone understands:

Richard Ratner, a retail analyst with City firm Seymour Pierce, warned that Baugur would be unwise to go ahead with plans to drop the Jenners name, arguing that it would be bad for future sales.

"Ratner"!

Now where have I heard that name before?