Sears Securitizes Its Brand Names: BusinessWeek

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  vcookj04/20/07 Report as spam
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  Sears Brand Bonds

  To offer some perspective on the potential implications of this move I compare Eddie Lampert's recent "Sears Bond" issue with David Pullman's 1997 "Bowie Bonds." I hope this will lead to new ideas on how to monetize the brand portfolios of other big consumer product companies. You can find the commentary on my blog now at http://www.customersandcapital.com/
  
  Victor J. Cook, Jr., Ph.D.
  Tulane University, New Orleans, LA