Niche Licensing – Broken Brands

August 22, 20120 Comments

Cir Citysharp imageWhat do  The Sharper Image, Circuit City,  Linens ‘n Things and Polaroid all have in common?  The answer is they are all “Broken Brands”, or put another way, the companies went bankrupt.  But the brand names still have significant goodwill otherwise known as consumer recognition.  Broken brands offer a great licensing opportunity.  By licensing products, these brands can maintain a place in the market and retain vitality as consumer brand names.  In case you’re wondering how to find these brands, consider industries like education, automotive, luxury, travel, and the media which are among the most troubled, with countless brand names and companies under stress in our current economy.

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About the Author ()

Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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