SOURCE: CoreBrand

June 18, 2008 11:00 ET

CoreBrand's "BrandVault" Set to Unlock the Equity in Vintage Brands

NEW YORK, NY--(Marketwire - June 18, 2008) - BrandVault™ -- a portfolio of once popular but defunct heritage corporate and product names -- is now available to marketers for purchase or license from CoreBrand® (, a leader in brand building for Fortune 500 companies. BrandVault offers marketers a turnkey collection of 120 out-of-use brand names that have been revived and newly trademarked in a wide range of consumer product categories, all ready for re-launch.

"This is a rare opportunity to acquire a classic brand that has been pushed aside through a merger, or some other quirk of business, yet retains tremendous brand equity," said James Gregory, CEO, CoreBrand. "The astronomical cost of creating a name from scratch includes research, name development and legal research, just to get to the point of having a name without any value. Those steps can be eliminated. These names exist and they are already legally protected through the trademark office."

Exploiting the equity of what have been called vintage brands is an issue that many CPG companies have wrestled with over the years. "Smart marketers understand that 'brand equity' is a combination of familiarity and favorability, and positive brand associations can maintain significant value long after a brand has been taken off store shelves," says Cindy Olyer, Director, CoreBrand's BrandVault service. "BrandVault takes the work and worry out of the procurement process by offering trademark protected names that still resonate with key consumer groups."

BrandVault contains a trove of proven product and corporate brand names that have been successful in the past and that still have brand validity and viability.

CoreBrand represents well over         A sampling of the BrandVault
 100 heritage brands, many of them      portfolio also includes many well-
 corporate brand names:                 recognized product brands such as:

 Allied Signal                          Breakfast Mate
 American Brands                        Lucky Whip
 Champion International                 Shower Mate
 First Brands                           Pom Poms
 General Cinema                         Long & Silky
 General Instrument                     Sky Chief
 Shearson                               Handi-Wrap

"Marketers can readily own one of these powerful classics without spending months of name development," added Ms. Olyer. "All are trademark protected, and ready to generate immediate brand equity with strategic marketing initiatives."

For more information call 941-223-9374 or email

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