How much is a brand worth?

How much is a brand worth?

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That’s what I am wondering when, after several years of building their name and service into a highly successful brand, Alterra Coffee, a local coffee café chain and packager, announced that they are changing their name to Colectivo.

Why would a business with such strong brand recognition change their name?  It seems that a few years ago Alterra made an investment arrangement with Mars, Inc. (yes – the candy company) whereby they received a sizable investment in exchange for the rights to the Alterra name.

Maybe the deal made sense three years ago, but I can’t help but wonder how Alterra/Colectivo views it now.  What do you think?

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