Intellectual Property Directions

I noticed a report the other day that Circuit City’s bankruptcy administrator had hired someone to auction off some intellectual property: the Circuit City and Firedog trademarks. While I understand that any money brought in this way is good for the creditors, I have to wonder who the buyers might be.

We often compare IP to real property. In this situation the Circuit City trademark would seem to have the value of Swampville, Florida - why would anyone see value in opening shop under the sign of a company that had no particular differentiator in the marketplace, has gone bankrupt, has probably left consumers holding the bag on rebates, gift cards, and store warranties, and is now known as a failure?

And Firedog? Well, let’s just say that Firedog is no Xerox, Oreo, or Kleenex when it comes to public name recognition for home technical services.