photo © 2005 John Morton | more info (via: Wylio)
Brands are like personalities for a physical product. They have value built over time. Even when they fade from stores and consumers think the brand is dead, they live on.
There are companies that hold the trademark to these brands. Additionally, there are companies that believe they can revive faded icons.
Racebrook Marketing Concepts, LLC ran an advertisement recently auctioning “150 Timeless Trademarks.” Their trademarks included categories like: Personal Care, Food and Beverage, Apparel, Consumer Goods, Technology and many others.
Some of these trademarks included: American Brands, Infoseek, Meister Brau, General Cinema and Braniff International.
Imation has worked hard to revive some old brands. Memorex is now in the consumer electronics area and TDK is into high-end stereo gear. Of course, Imation itself needs an image makeover. Do you remember Imation Brand Floppy Disks? When was the last time you used a floppy disk?
Retailers and Retail Brands
Circuit City: It liquidated in 2009 and was brought back in 2010 as an e-tailer.
Sharper Image: They went bankrupt in 2008 and closed all its stores. Now, the name lives on as a brand for foot massagers and similar products at various retailers.
Thom McAn: I worked at this shoe retailer while in high school. It went bankrupt and closed all its stores years ago. Then, the brand came back attached to various shoes available in lower priced stores.
Brands have value. Nurture and help them. Otherwise, the economic value will diminish.
That’s it. Over to you. Please comment below.
1. Have you contemplated reviving a faded brand?
2. How do you maintain the value of your brands?
3. What other examples of revived brands can you add?