What's in a name? Lincoln hopes its new nomenclature catches on with consumers.

Advertising Age, February, 2006 by Halliday, Jean

Byline: JEAN HALLIDAY

For a starting price of $32 million, you can own the Duesenberg trademark.

A Duesey of a price? Not according to Frank Delano, CEO of Frank Delano International, who has been hired to sell the rights to the storied but defunct motorcar brand. "We are talking about the sale of one of the greatest iconic brand names in the annals of American marketing and advertising history.''

Tom Kinnear, a marketing professor at the University of Michigan, said an existing car or truck name that's well-known can be worth a couple of billion of dollars in brand equity. Heck, even an established vehicle name with negative baggage is worth roughly $200 million.

Though automakers sometimes name their own vehicles, they routinely...

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