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November 29, 2007

Sinatra Resurrected as a Brand Name

Frank-Sinatra.gifFrank Sinatra fans will rejoice when they learn that Warner Music Group and the Family of Frank Sinatra have formed a new brand name called Frank Sinatra Enterprises. It "integrates all facets of managing Sinatra's music, film and stage legacy, including administering all licenses for the use of his name and likeness."

This is not small news, as the company will own a good amount of the Sinatra recordings, including those from the Reprise era as well as films, TV specials, unreleased recordings and so forth. This move turns Frank Sinatra into a brand name that will live on forever.

Even better, it is an excellent example of how a company can expand its scope and sell "more than just music." Use of the Sinatra brand, beyond his music, should have at least as much equity.

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Posted by William Lozito at November 29, 2007 8:57 AM
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