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    World Cup faces test of its brand value

    By Tim Martin

    Wednesday, June 10, 2009

    The most popular sporting event in the world is about a year from commencing as the FIFA World Cup makes its maiden voyage to the continent of Africa. In the normal World Culp quadrennial cycle, the next 4-6 months (spurred by the Confederations Cup and the conclusion of qualifying) see the launch of major football-themed marketing campaigns by some of the world's largest advertisers. Amid unprecedented economic dynamics, however, we will discover how worthwhile brands believe it is to associat ...

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