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March 27, 2008

Motorola Brand Chief Asset of Recent Breakup

motorola-logo.gifThe Daily Herald has a good story up about the value of the Motorola name. The right move, they say, would be for one entity of the recently divided company to continue using the name, probably the Mobile Devices business.

That’s interesting, because as the Herald correctly points out, usually in similar cases the company name is scrapped altogether. That still could happen, not least because some people feel that offering investors the ailing handset business (the one most customers associate the Motorola name with) is, as Extra Tech so eloquently puts it, like “putting lipstick on a pig.”

The rot started in earnest, says GigaOm, when the RAZR (another well loved brand name in the Motorola stable) “stopped being the next new thing.” Ironically, the new MOTORZR truncates that name even further, while offering what looks like the same old thing.motorolla.gif

Extra Tech says that “right now, Motorola is simply a brand,” but one that could be very attractive to Chinese manufacturers who have little, to no brand name recognition in the United States.

It's interesting to see the fortunes of a company (or senior executive for that matter) change so quickly. A year or two ago Ed Zander, Chairman of the Board for Motorola, was poking fun at Samsung's naming, calling them "Same Sung."

I agree. The Motorola name has simply too much equity to be tossed.

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Posted by William Lozito at March 27, 2008 11:59 AM
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