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Niraj Dawar | BBC had to dump Clarkson brand to protect its own, experts agree

  • The Globe and Mail
  • |
  • Mar 25, 2015
Niraj Dawar | BBC had to dump Clarkson brand to protect its own, experts agree

BBC fired British TV show Top Gear’s host Jeremy Clarkson, arguing he is damaging the brand.

Ivey Marketing Professor and branding expert Niraj Dawar spoke with The Globe and Mail about the imminent threat Clarkson caused for Top Gear. Dawar said the BBC had little choice in letting Clarkson go if it was to uphold its brand, but also questions what the future holds.

“Can the Top Gear brand sustain itself without the Jeremy Clarkson brand?” he said.