Writing on anything to do with the coronavirus has a limited lifespan. It is a moving target. But patterns are emerging that will probably have a long-term effect in relation to businesses across the globe.

Brand Finance, a UK-headquartered international brand consultancy, has compiled a report that identifies most affected brands in Europe. The big, depressing headline is that companies are likely to lose about €1-trillion in brand value as a direct result of the virus, with the effects likely to be felt well into 2021.

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