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Speaking on Good Morning Scotland, Mr Sunak referred to Scotland as a "power brand" when it comes to UK tourism.

For decades now, the EU has tried to be the counterpoint of alpha male superpower politics, spreading its “soft power” brand across the globe based on economic and developmental aid, cultural clout and the promotion of human rights, among other non-coercive strategies.

For a company like Shell, keen to highlight an increasing investment in wind power, brand association is only a part of the equation.

"Everything that's not a power brand, you can assume that we're either going to sell it, discontinue it or milk it very quickly over the next year or so," Chief Financial Officer David Klein said at CAGNY, a major food and consumer products event in Boca Raton, Fla. Reuters reported in October that Constellation was looking to sell some of its U.S.-based wine brands, in a deal that could be worth more than $3 billion.

Thrifty ice cream “is the greatest power brand that any drugstore has created anywhere across America,” said Burt Flickinger, managing director of Strategic Resource Group, a retail consulting firm.