Brand Bond: Can You Afford 007's Lifestyle?

It's 50 years since James Bond first hit the cinema screens. It is now the most profitable film franchise in the world and set to break product placement records. Even its memorabilia is set to sell for record prices in a Christie's auction today. Why is the Bond brand so valuable? Bloomberg's Chloe Hayward reports.

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36:26 - Bloomberg Markets Middle East hosted by Yousef Gamal El-Din and David Ingles. Guests include Stephen Innes, senior currency trader and analyst at Oanda Asia-Pacific, Ali Taqi, head of equities at Rasmala Investment Bank. (Source: Bloomberg)
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