Is there brand after death?
It happens all the time. A company spends millions of dollars advertising a product — creating slogans, musical jingles, product designs– only for it to be bought up by a larger company. That larger company wipes out the name of the original and incorporates it into its own products. All that money spent branding that original product is now useless because it no longer carries the same name.
Or is it wasted? It turns out it may be worth something. How many of you out there can still hum the advertising jingle of a product that’s no longer on the shelf? This is evidence that the brand lives on, and some companies are taking advantage of this.
The NY Times Magazine has a great feature article about how one such company is buying up the intellectual property rights of no-longer-existing products and using their still-remembered brands to kick-off sales.
