Enrico
Photo credit: Carst
A big Turkey group has bought the Grundig brand.
Once upon a time Grundig was one of the most succesful european electronics brand, well know for its televisions and radio players. German name, german quality, german product.
But markets are faster than history and Grundig lost its market and part of its strong brand during the nineties. Nowadays Grundig is no more than a empty box: no good products in the market, no potential good products in the pipeline, not even a project. So Grundig went on sale and has been aquired by a turkish group.
The old company is dead, but the brand lives.
Where is the deal? The brand is still memorable and strong among european consumers, and this could turn out to be a very successful deal for the buyer. As long as they are able to mass product new good electronics product, the brand Grundig remains a very strong selling element and its persuasive german sound is a plus. Let’s see in 5 years time how it will develop, and then we will tell if the deal was good or bad.
(IP Faber does IP, trademark and patents negotiations and agreements)
