Sometimes a marketer gives up on a brand. But if other marketers believe the brand still has worth, they might just pay for the privilege of taking it over for their own use.
Yesterday in New York, 170 brands were auctioned to new owners. According to The New York Times, someone ponied up $45,000 for Shearson, $32,500 for Meister Brau, and $30,000 for Handi-Wrap. A college student bought Collier’s for $2,000. General Cinema, Homestake Mining, and Victrola (ah, the nostalgia that one stirs) each went for $1,000. Allied Signal and American Petrifina went as a package for $1,000 total.
Just to put all of that in perspective … remember TV Guide? About two years ago, that brand sold for $1.
—Steve Cuno
Yesterday in New York, 170 brands were auctioned to new owners. According to The New York Times, someone ponied up $45,000 for Shearson, $32,500 for Meister Brau, and $30,000 for Handi-Wrap. A college student bought Collier’s for $2,000. General Cinema, Homestake Mining, and Victrola (ah, the nostalgia that one stirs) each went for $1,000. Allied Signal and American Petrifina went as a package for $1,000 total.
Just to put all of that in perspective … remember TV Guide? About two years ago, that brand sold for $1.
—Steve Cuno
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