Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


CoreBrand introduces BrandVault, offers well-known brand names

Published on .

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

Most Popular
In this article: