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.

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