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 Author
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 includes 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 Mighty Morphin Power Rangers. Rand is a featured speaker on licensing at investment conferences, trade shows, colleges and startup events. He’s a published writer with articles appearing in several prestigious trade magazines. Rand also mentors at Cal State Fullerton Business School and is a judge for their startup business plan competitions.

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