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BtoB

CoreBrand introduces BrandVault, offers well-known brand names

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New York—Branding consultancy CoreBrand has launched BrandVault, which it describes as “a portfolio of once popular but defunct heritage corporate and product names.”

The 120 out-of-use brand names in BrandVault are available to marketers for purchase or license from CoreBrand. They range from company names (such as Allied Signal and Shearson) to products (Sky Chief and Handi Wrap).

“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,” James Gregory, CEO of CoreBrand, said in a statement.

“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.”

—Sean Callahan

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