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Brand Recycling for Big Dollars—Why Trademarks Can Be So Valuable!
© Cheryl Hodgson 2009 | Posted on September 25, 2009
SMUCKER recently bought FOLGERS brand from Proctor & Gamble for $3 billion! HUMMER was just purchased by a Chinese industrial company from bankrupt General Motors. SATURN has been purchased for recycle as well.
LINENS N’ THINGS is now a new web only brand. Torpedo the bricks and mortar.
What has the world come to? Distressed brands and real estate where cash is king. In the case of distressed brands, investors realize that the residual good will of these brands is still an asset, the value of which may be down, but not out!
Private equity groups are foraging through the landscape of distressed brands for deals and they are finding them. Read Business Week’s recent article: Private Equity Loves Orphan Brands
How is your quest for brand value coming along? My advice: Learn from these orphan brands. When the going gets tough, a well established brand is still an asset that can bring in cash. When times are good, it will be even better!
Technorati Tags: brand equity, brand management, brands, business valuation, good will, intangible assets, Intellectual Property, Trademarks
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