ANALYSIS: Is the Price Right for Brand Acquisition? - Brand Due Diligence Is in High Demand as Non-Core Brands Are Sold
In the 1980s Sir Paul Judge, then strategy director at Cadbury, used City money to buy out non-core brands from Cadbury, to form Premier Brands. He went on to make himself and his investors a fortune.
Five years ago, John Murphy, the founder of Interbrand, led a small consortium to buy Plymouth Gin from Allied Domecq. It turned the brand round and also made a fortune when they sold the brand on.
There are also cases where brands have been bought too dearly. The acquisition of Snapple by Quaker resulted in a pounds 644m write off.
Correctly pricing brands has become a big issue as conglomerates review their portfolios and spin off non-core brands.
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Publication information:
Article title: ANALYSIS: Is the Price Right for Brand Acquisition? - Brand Due Diligence Is in High Demand as Non-Core Brands Are Sold.
Contributors: Not available.
Magazine title: Marketing.
Publication date: October 31, 2002.
Page number: 15.
© 2003 Haymarket Business Publications Ltd.
COPYRIGHT 2002 Gale Group.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
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