Niche Licensing – Broken Brands

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.

Rand Brenner is an IP professional whose passion is helping inventors, startups, and businesses of all sizes use licensing to turn their IP into income-producing products, services, and technologies. His decades of experience run the gamut from medical devices to food technology to consumer products. He’s licensed some of the biggest Hollywood entertainment blockbusters including the Batman Movies (1 and 2), and the number one kid’s action TV show, the Mighty Morphin Power Rangers. Rand speaks about licensing and is a featured speaker at investment conferences, trade shows, colleges and startup events. He’s a published writer with articles appearing in several prestigious trade magazine including The Licensing Journal, Intellectual Property Magazine, and License India. Rand also mentors at the Cal State Fullerton School of Business and Economics and is a judge for their startup business plan competitions.

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