Wednesday, November 10, 2010

Brands for sale

On Wednesday, December 8, nearly 150 classic brands across a number of categories will be auctioned off at the Waldorf in New York City. It will be interesting to see which brands still have some value to investors, entrepreneurs and holding companies looking to expand their portfolio of brands. A few of the brands I found interesting include:

Relax-A-Cisor – as seen on Mad Men
Meister Brau – Sounds like something Homer Simpson would drink
BOAC – I wonder if it can take me back to the USSR?

You can see the full list here.

While all the brands on the list have nostalgic value, I wonder how much commercial value is left in their tanks? It seems much easier than ever to build and gain acceptance for new brands now. Google, Hyundai, HTC weren't even on peoples' radar screens 10 years ago, yet once great legacy brands like Chrysler and Motorola have trouble regaining traction.

If a brand fits your vision for a product or company, it might be worth the money. Otherwise you might be better served to invent a new brand and create all the assets that surround it.

1 comment:

  1. I can't imagine anyone paying much for these. In order to have value a brand has to be remembered and revered by a significant portion of the market. Most of those people are probably no longer viable consumers, although your friend at seems to be a big fan of Meister Brau.