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BizReport : Trends & Ideas archives : June 20, 2008

Should you buy another brand name to enhance your brand?

That is a question that CoreBrand is hoping many marketers will answer with a resounding, "Yes." The company is opening their Brand Vault, a portfolio of more than 100 formerly popular brands that have been re-trademarked, to marketers hoping for a little boost of their own brand.

by Kristina Knight

corebrand.gif"This is a rare opportunity to acquire a classic brand that has been pushed aside through a merger, or some other quirk of business, yet retains tremendous brand equity," said James Gregory, CEO, CoreBrand. "[C]reating a name from scratch includes research, name development and legal research. . .Those steps can be eliminated. These names exist and they are already legally protected through the trademark office."

Here is a sampling of the brands available: "Breakfast Mate", "Shower Mate", "Pom Poms", "Handi-Wrap" and "Sky Chief".

These so-called vintage brands are a chance for marketers, whether with a new product or simply needing a push for an existing brand, to add another layer to their own branding. Many consumer package goods companies do struggle when launching new brands; they also sometimes struggle after the initial launch is over but name-recognition isn't household.

Associating a brand with an existing name can give the brand a boost and can even increase the value of that brand.

So, is it time to pull the trigger on purchasing another brand for your products? Only you can answer that question.

Tags: brand marketing, brand recall, brand recognition

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