Know-How Exchange : Branding

Can I presume you have done a quick search of the internet for suggestions ? https://www.google.co.uk/search?client=firefox-a&rls=org.mozilla%3Aen-GB%3A...

This looks interesting: https://www.business2.com/b2/web/articles/0,17863,514957,00.html

The trick appears to be finding the brand in the first place.

Another interesting piece: https://info.zoomerang.com/casestudy/study-riverwest.htm

Might be worth making a list of businesses in your sector who have been around for ages and research their past to see if any dormant brand are lurking!

I don't know of any such database, but someone else here might!

Could try the old trick of researching with consumers! Simply ask, when it comes to your sector, which is a name that they know.
See if any surprises drop out!

Not sure what industry you are seeking, but there may be some high tech brands that were established but then flamed out during the dot.com bust.

Check out: www.okaygood.com

Explanation of the site: https://en.wikipedia.org/wiki/Fucked_Company

hi rclokey

are you planning to extend your brand portfolio in vertically or horizontally??

whatever you intend to do, i agree with PURU that you will not get a readymade list from public domain. and Puru has given you a good way out.

adding to those...

1. first you decide where you want to extend the portfolio? vertically or horizontally.

2. based on that you identify the category you want to extend by acquiring dormant brands.

3. based on the category you make a list of brands and companies who operate in the category.

4. identify the brand penetration, recall, spontaneous awareness, TOM, aided and unaided awareness, SOV, and market share of each brand. compare those data against the brand communication expenses and the current availability status of the brand in the distribution channel.

5. once you have done this analysis, you will get a shortlist of potential TARGETs.

6. now you start negotiating with the companies that owns your TARGET brands and finally close the deal.

just to share an example from my country: a local toiletries manufacturer had a beauty soap brand called "Camelia". this brand had a good penetration, brand recall, and Share of Mind of consumers. But for some time the brand had become dormant due to the company's financial crises. Recently, a company that is engaged in making and marketing Coconut Hair Oil (this brand is market leader) has bought out "Camelia" and started to rejuvenate the brand.

hope this helps.

cheers!!

Due Diligence is the best advice I can offer. The idea to extend your brand portfolio by fast tracking via brand purchase is not new as your homework has shown.

However, unlike building your brand from scratch there are up hill battles to win even after you have identified one or more available identities.

Brand recognition is a precious commodity! The lure of a short cut can be very inticing. Ninety percent of the dead brands exist due to a shift in the owners priorities after listening to the highly paid marketing folks or focus groups pointed to the scrap pile then opted for rebranding or total closure.

The other 10 percent is due to less than desirable market acceptance or worse, some detremental marketing goof (AKA Domino's "Bad Andy").

This is really no different then taking a private company public through the backdoor (purchase a busted corporate shell) and asking the public to trust you, please buy my stock again.

Not to be negitive... I think this is a super way to get ahead and out think the competitor. Just be careful. It could cost as much or more to revive the brand as it would to compete from scratch.

Best of luck! I hope you are successful.

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