Summary of And The Brand Played On

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Your nostalgia for a brand you used as a child can influence your buying decisions today. Tech journalist Ross Rubin explains how well-known companies that went under, failing to adapt their business models, are now bobbing up again as mere brand names which they license to new products. getAbstract recommends this article to marketers looking for new ideas, executives who would like to see brand value in action and consumers who are curious to understand why their favorite brand reappeared on the store shelf.

About the Author

Ross Ruben has written about technology and innovation in the consumer market for 20 years. He founded Backerjack and is a senior analyst at App Annie.



Brand licensing plays a role in the marketing of many retail products, including furniture, food and apparel, but a new form of licensing in the electronics and technology industries is emerging: Companies use licensing to draw on brands that used to be significant but are now “defunct.” Brand managers boil down a brand to its essence, singling out the qualities that make the brand attractive to consumers, and then capitalize on it to sell new products.

Polaroid is one example. Digital photography disrupted Polaroid’s instant photography market, and the company...

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