07-15-2009: Is Brand Equity Over-Valued? MEMPHIS, TN (WKNO) - The new owners of the Brinks Home Security brand were unable to buy long-term rights to the Brinks name. So they came up with a new name: Broadview Security. In the first two years they will spend $120 million to build awareness for the new name. Nevertheless, after $120 million, Brinks will still be a far better-known name than Broadview.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO