In the 1980s, every kid in the world wanted an Atari video game. Until the late 1990s, Kodak owned 80% of the camera market and 90% of sales of film used in cameras. Back in the 2000s, when cell phones came into their own, which successful executive didn’t have a BlackBerry? The three companies still exist, but with infinitely less power. They were unable to keep up with technological changes and were surpassed by competitors. From giants to corporate dwarfs. But you still remember their names. That’s why branding is worth money!
There is an affectionate memory that would make many of us rush to the stores if a new product, adapted to current times, were called Atari, Kodak or Blackberry. What would happen if a million dollar corporation bought the Kodak brand to launch a smartphone with a new camera, full of as yet unexplored features? The product would have a huge spontaneous media, that is, free exposure in the press, in reports showing the rebirth of the brand and consumers would line up to get to know – and buy – the novelty.
This is not uncommon. A company can lose everything – equipment, facilities, inventory – and still make money from its brand. We have already mentioned here on the Blog, in this other article, the case of Mappin, whose name was sold at auction for R$ 5 million. The buyer was Marabraz, which will relaunch the brand as an e-commerce in 2020.
Is the brand worth money for small businesses?
Yes, the brand is always worth money. A small business in the neighborhood may be struggling financially, full of debt, but be popular, have a strong name that spans decades and is known to two or three generations of customers. This brand is worth money because it can be sold on its own, without the infrastructure. A brand is a financial asset equal to furniture and fixtures, industrial appliances or vehicles.
Brand worth money: Pizzeria Cavalieri!
This is a fictitious example, but it will demonstrate how the brand is worth money and why you should click here and schedule a meeting with Iplatam to register yours!
Pizzeria Cavalieri was founded in 1952 in Bixiga, an Italian neighborhood in São Paulo, and became a huge success. Families came from all regions of the city to try their pizzas with thin, crunchy crust, lots of filling and a secret seasoning that awakened the palates of hungry customers. There were four decades of great profits, however, in the late 90’s, the restaurant began to run out of steam. It didn’t know how to renovate itself, modernize the furniture, add novelties to the menu. The audience dwindled and the house began to balance itself to survive. It was like that until it closed definitively, in 2006.
But many people still remember Pizzaria Cavalieri. Grandparents tell grandchildren how delicious the pizza was. “You don’t find a margherita like that anymore,” they recall, salivating. In all the lists of the best pizzerias, Cavalieri is cited as a pioneer that was missed. Current pizzaiolos say that Cavalieri was an inspiration, and that it was between one mouthful and another, as children, that they decided to work in the gastronomy business.
Is this brand worth money or not?
Of course yes. The restaurant building no longer exists, it became a parking lot. Cutlery, plates, furniture, ovens… everything was lost in time. But a businessman who is planning to set up a large, imposing pizzeria in an upscale neighborhood and wants to attract attention would pay tens of thousands of reais to use the “Pizzaria Cavalieri” brand.
The brand is your savings!
You already know that you need to register your trademark in order not to be stolen, in order not to lose the right to use it. But you must also understand that the brand is like a savings account, it is an investment. If all goes wrong, it can be passed on at a profit.
Now that you’ve figured out which brand is worth money, click here to register yours! Iplatam takes care of all the red tape and protects your rights – and your pocket!
