Word: gm
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Dates: during 1990-1999
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...Research in Security Prices at the University of Chicago's graduate school of business. Incredibly, there were more than a few outright losers, including Acuson (-46%), Battle Mountain Gold (-83%), Russell Corp. (-51%) and Toys "R" Us (-29%). Many others were gross laggards (Fluor, International Paper, Kellogg, Reynolds Metals, GM). The analysts messed up by taking Pepsi (+260%) over Coke (+599%), Unilever (+165%) over Gillette (+558%). And a couple of stocks (Waste Management and Compaq) blew up just this year...
...Plymouth and Oldsmobile, have begun to feel the pinch as the companies seek to cut marketing and advertising costs by focusing on brands with a more youthful image. Oldsmobile, with sagging sales throughout the decade despite many attempts at a spruce-up, reportedly remains within earshot of the GM scrap heap, and Ford's recent acquisitions of Volvo and Jaguar could threaten the longevity of Mercury...
...agency, which handles licensing chores that include research, legal work and quality control for its client corporations, gives some measure of the new American interest in landing on European soil. Most of Equity's 100 or so clients are eyeing Continental markets or have already taken the plunge. Says GM's trademark-and-copyright counsel Ken Enborg: "Europe is on the verge of a corporate brand-licensing explosion...
...have licensing agreements, says Glen Konkle, Equity Management's chairman. Back then, licensing was primarily the province of Hollywood studios that owned the rights to popular cartoon and movie characters like Bugs Bunny and Luke Skywalker; professional sports teams and athletes; and a few fashion designers. But companies like GM had begun to realize that many of their brands had additional value...
Even in those days, GM was spending $2 million to $3 million a year to fight trademark-infringement cases on the periphery of its main line of business, trying to rid the market of unauthorized Chevy baseball caps and Corvette T shirts that were obviously striking a chord with consumers. That's when it hit Enborg that it would be easier--and more profitable--for the automaker to meet the obvious market demand for those goods itself by licensing its brand names to handpicked manufacturers. Today, GM has more than 1,200 licensing agreements generating annual revenues of $1.1 billion...