Glocal Branding: Dormant US Brands

In the Hutong

Listening to Gordon England talk Export Controls
1734 hrs.
As an illustration of the possibilities open to Chinese companies who want to buy a brand when they move into the US market rather than build their own, this is a partial list of some of the brands that sit, unused, in the inventories of American companies: (Mind you, I’m not suggesting any or all of these as good potential choices – merely as a sampling of what is out there – but there is some real gold on this list in the hands of the right marketer)
Aerospace
Aero Commander
Brewster
Convair
Curtiss
Douglas
Fairchild
Fleet
Hughes Aircraft
Loening
North American
Republic
Stearman
Vultee
Automobiles
American Motors
Eagle
Fischer
Hudson
International Harvester
Indian Motorcycles (currently attempting a comeback)
Kaiser
LaSalle
Nash
National
Oldsmobile
Packard
Pierce-Arrow
Rambler
Studebaker
Stutz
Willys
Electronics & Technology
Aldus Software
Banyan Networks
Bay Networks
Control Data
Data General
Digital Equipment Corporation
Hallicrafters radios
Kaypro
Rodime
Tandem Computer
Fast-Moving Consumer Goods
Banner toilet tissue
Citrus Hill orange drink
Duz laundry detergent
Encaprin pain reliever
General Foods
High Point coffee
Monchelle soap
Pace home permanent
Puritan vegetable oil
Rely tampons
Thrill dishwashing liquid
Wahoos snack foods
White Cloud toilet tissue
Wondra skin lotion
Petroleum Products and Retailing
Amoco
ARCO
Humble Oil
Union 76
Retailers (potential apparel brands)
Abraham & Strauss
Bloomingdale’s
Bon-Marche
Bonwit-Taylor
Broadway, The
Bullock’s
Burdine’s
Emporium, The
Gimbel’s
I. Magnin
Jordan-Marsh
Kinney Shoes
Marshall-Fields
Montgomery-Ward
Robinson’s
Wanamaker’s
Woolworth’s
Steel
Bethlehem Steel
Bethlehem Shipbuilding
International Steel
National Steel
Toys
Kenner
You get the idea – you could run through this exercise with any sector or industry.
Keep in mind that these are the brands that are dormant and out of circulation for the most part. There is an entirely different category of brands – semi-active brands – that are still in use but in desperate need for a revamp.