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When a brand goes into decline or a company purchases another company, older legacy brands often get lost or neglected, even when there is value and bankable goodwill. While some names are worth killing off, there is enormous value in many older legacy brands. What is a company to doMORE HERE

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Here at BrandlandUSA, folks love the brand extension. Not only does it provide exposure for old brands, it helps give the aging “legacy” brand a new chance at relevance. Sometimes, the old uses for brands disappear. Witness McCall’s, which disappeared as a magazine when it was renamed Rosie. But McCall’sMORE HERE

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Has it come to this? Perhaps we shouldn’t begrudge anyone making some jack on licensing their name out, and we are happy that a Friend of Hef is now known as a protective mom in some circles. In America, that’s progress. According to Brandweek‘s Becky Ebenkamp, the former Playboy bunnyMORE HERE

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On the re-naming process, when advertising folks gather in a room and cook up words, run them by trademark attorneys and focus groups, massage them with art direction, and bill companies for hundreds of thousands of dollars. They then send out all sorts of brand rules, and make folks onMORE HERE

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In: Licensing, Toys & Sporting Goods
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It’s time for Romper Room. Again. A Chicago company, River West Brands, has re-registered the defunct brand name, according to the USPTO. If you lived at the tail end of the baby boom and into Generation X, you remember Romper Room. It was a brilliant concept, led by Baltimore schoolteacherMORE HERE

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In: Licensing, Media
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So it’s not the same as having a life as the main FM in New York at the frequency 102.7, but it’s close. CBS Radio has brought back the album oriented rock station WNEW as an online radio station. No longer is it an artifact of radio history. Thankfully, aMORE HERE

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In: Licensing
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Target now sells the U.K.’s Boots-branded health and beauty products in their U.S. discount stores. CVS is now selling out of Boots No7 Restore & Renew Beauty Serum. Why is this of interest to BrandlandUSA, which is usually concerned with reviving dead brands? Because the success of the Boots productsMORE HERE

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The Pan Am brand continues to thrive over a decade after it first died. The new luggage company Pan Am One has licensed the brand for luggage, reports London’s Financial Times. The new Pan Am site Pan Am One has old ads, retro music and ordering information. A long listMORE HERE