HOW MUCH AREBRANDS WORTH?PRESENTED BY:BEN, JONATHAN, STEPHANIE, & JERRY
TOP 10 MOST VALUABLEGLOBAL BRANDSRank Brand Name Brand Value 1 Apple Inc. $182,951M 2 IBM $115,985M 3 Google $107,857M 4 McDonald’s $95,188M 5 Microsoft $76,651M 6 The Coca-Cola Company $74,286M 7 Phillip Morris USA $73,612M 8 AT&T $68,870M 9 Verizon Wireless $49,151M 10 China Mobile $47041M
WHY DO BRANDS GOBANKRUPT?Failed to Understand Market Conditions• Failed to innovate• Ignored competitors• Didn’t listen to what consumers wanted• Expanded too quickly
THE PROCESS OFBUYING DEAD BRANDS Brand Brand Design Name Logo Promise Assets Real Estate Marketing Employees Inventory Collateral
It went bankrupt twice…1. Inability to adapt the trend of digitalize photography2. Stop manufacturing instant cameras and films, and failed to improve business model. Apr. 2009, $88 M
UNDER THE BRAND PogoNAME Manufactured & distributed by Summit Global Group Parent Company: PLR XS Sports Video Camera Manufactured & distributed by C&A Marketing 2010 Wii Gaming Pad Manufactured & distributed by JWIN
GL20Instant capture and upload GL30photos with build-in camera Digital camera +printer+ display GL10 Portable photobooth
LICENSING Pogo, 2008 Manufactured & distributed by Summit Global Group Parent Company: PLR X 2010 XS Sports Video Camera Manufactured & distributed by C&A MarketingTHE CLASSICS STILL GOON… 2009 Wii Gaming Pad Manufactured & distributed by JWIN
ANOTHER EXAMPLE 1Million Trade mark& Website• Huge amount of traffic• 5 million loyal customers’ Email account
ANOTHER CREATIVE WAY TOUTILIZE REVIVING BRAND 17Million• Domain name• Trade mark Cheaper than
1. Do you think consumer are aware of the fact thatthese brands had gone bankrupt?2. If not, do you think this business is kind of deceivingcustomers? Do you this is a potential problem onceconsumers are aware of the fact that these brandswent bankrupt at one point?3. Do you agree with using a dead brand to shorten thetime and effort of generating brand awareness is agood strategy that can be a long run for the brand?
4.How much would you pay for thebrand?(Back to its peak day in2000, it wasconsidered to value $15 billion.)5.How would you utilize the brand?What kind of product category areyou going to license?6.Jamie Salter, the CEO ofAuthentic Brands, said that peopleare very likely to buy paper usingKodak brand name.Do you think that is true? Why?