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News > Companies
De Beers diamonds
July 13, 2000: 5:28 p.m. ET

The world's dominant diamond company is changing its marketing strategy
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LONDON (CNNfn) - De Beers is to diamonds what McDonalds is to hamburgers. The company controls 60 percent of the world's $50 billion diamond market.

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De Beers has a new name for its marketing arm, a new logo and a new strategy. The move coming just as the issue of conflict diamonds threatens to damage the recently revived diamond industry.

CNNfn's Tom Bogdanowicz reports from London. Back to top





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