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Turning Orphan Brands Into Diamonds in the Rough.

Publication: Mergers & Acquisitions Journal
Publication Date: 01-MAR-03 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Fortune doesn't always follow fame for owners of well-known consumer brands. Despite their high recognition factors, the brands may suffer from poor market positioning, a lackluster business environment, or just plain neglect from a parent trying to divvy a finite supply of investment funding among multiple operations.

Can these operations, frequently known as orphan brands, thrive under different owners? And why would a buyer be willing to ante up a lot of money to take over a brand, even a famous one, that comes with baggage attached and a challenge to make it perform better?

Three deals executed in late 2002 and early 2003 may serve as laboratories for generating the answers.

Pfizer prunes its holdings

Pfizer Inc. was the seller in two of the divestitures. It peddled the Adams confectionery operations to British-based soft drinks and confections giant Cadbury Schweppes PLC for a tidy $4.2...

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