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December 19, 2005

Product Naming: Commodore Makes a Comeback

In my earlier post, I discussed how licensing deals have resurrected "dead" TV brands like Zenith and Westinghouse. It seems that the good brand name just can't be kept down.

Commodore64.gifRemember the Commodore computer? The original was released in 1982 and taken off the market in 1993, during which time it sold 30 million units, making the Commodore 64 the best selling computer of all time according to the Guinness Book of World Records.

And now, it's back... a Dutch consumer media company, acquired the Commodore name rights last year for $32.7 million and is using it now as its own company name. Commodore's instant recognition among technophiles attracted Yeahronimo (whose name is hard to pronounce and search for) and prompted Commodore's resurrection.

The new Commodore name is now on home media devices and a portable GPS system, a far cry from the ancient but beloved Commodore 64 computer that predated the Apple IIe. How beloved is Commodore? Well, Commodore 64 games have been formatted for the PDA and this year a book entitled "" was published. Not bad for a brand name that has been out of business for over a decade.

iFone.gifComputer game fans from the 80's might remember , which have been kept in a sort of naming limbo by fans and a myriad of corporate owners but may yet see the daylight again in cell phones and low-end TV cabinets.

TVsetOther brand names that have also found new life are Polaroid and Sunbeam, both of which are now owned by . The Polaroid name is used on high-end consumer electronics that include Plasma and DLP TVs, portable DVD players, digital cameras, and other home entertainment products.

Welcome back, old friends...

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Posted by William Lozito at December 19, 2005 11:33 AM
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