Commodore sold yet again

From: Computer Collector Newsletter <>
Date: Wed Dec 29 21:26:32 2004

For whatever it's worth, the player they're planning for April 2005 will also
play Commodore games. (Maybe via Jeri Ellsworth's technology? They didn't

--- "Richard A. Cini" <> wrote:

> $24 million Euro is a lot to pay for a trademark. The Commodore name,
> although recognizable, has not delivered a product in 10 years. Part of my
> job as a banker is evaluating things like this for financing. I've seen
> valuations like this before but for marks associated with an active,
> in-business company currently selling product. And even then, valuations
> like this are associated with top-level brands.
> If the business plan was to bring out a line of computers (retro or
> otherwise), then one could possibly justify the steep price for a "dead"
> (menaing not selling any product) name. The only thing the "Commodore" name
> has going for it at this point is the high recognition factor. I bet it's
> above 90% but only for certain age groups. Ask your average 15-year-old
> about it and the recognition level is probably below 20%.
> To pay $24mm to slap a "nostalgic" name on MP3 players is a losing
> proposition, as evidenced by the buying and selling of the name over the
> last few years.
> Just my $0.02. I love the Commodore brand -- it was the first machine I
> bought -- and it kills me that it get's traded the way it does.
> Rich
> Rich
> Rich Cini
> Collector of classic computers
> Build Master for the Altair32 Emulation Project
> Web site:
> /************************************************************/
> -----Original Message-----
> From:
> []On Behalf Of William Donzelli
> Sent: Wednesday, December 29, 2004 9:18 PM
> To: General Discussion: On-Topic and Off-Topic Posts
> Subject: Re: Commodore sold yet again
> > Bah! The group that you refer to is not worth EU$24 million, plain and
> > simple.
> Some of the kids that grew up playing with C64s make 24 million Euro a
> year. It is not just the retro crowd, but the whole generation.
> It is the name. Some names come back with incredible power (Packard-Bell
> anyone?). 24 mE might actually be cheap.
> > The Commodore brand name is meaningless in the greater
> > marketplace at this point. Sure you've got a few thousand diehards that
> > might buy a Commodore MP3 player as a novelty, but what does that net you?
> Get into the mind of a marketting boob. Imagine coming out with a line of
> MP3 players or game machines, or whatever. Everytime you show a commercial
> or ad with the "new" Commodore, countless people, geeks or otherwise, will
> think of the happy memories of spending a couple of hours a day after high
> school playing games on you C64 (that's what I did, anyway). No pressures,
> mom isn't home, screw German homework, a stack of cookies, maybe a little
> Green Guy, and Racing Construction Set. Good memories leave a good
> impression, and the ad works.
> Now get out.
> > It is when it's used to purchase dust.
> How much does it cost to make a series of television commercials? They are
> just a different marketing tool.
> William Donzelli

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Received on Wed Dec 29 2004 - 21:26:32 GMT

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