Originally Posted by Captain_Strato
Lange has too much brand equity to be discarded.
It takes a lifetime to build the brand awareness Lange has.
In older companies, the brand is often worth more than the products and infrastructure.
Well, I don't want to
Who remembers San Marco boots and what happened after the brand was bought by Head (HTM) ?
I know that San Marco was not a brand as strong as Lange but...
Who remembers Kästle skis after the brand was bought by Nordica? Ok this one had been brought back by buying back the brand name but...
The common denominator here is that when marketers decides which brand is best to use in a company ("strongest" brand name in the portfolio) for everything, then some brand is going to disappear, some...stay.
Rossignol boots were, previously Caber...
The only "big" company that started everything from scratch and not by acquisition that I can remember is Salomon.