How Much Did You Say the Kinko’s Name Was Worth?

Sadly, FedEx took a write-down on the Kinko’s acquisition to the tune of $891 million -- that’s about 30% of the original 2004 deal amount of $2.4B attributed to the Kinko’s brand, which when you think about it is amazing in itself. (FedEx drops Kinko’s name)

But what this also says is that the FedEx brand management team lost nearly a billion dollars in brand equity and customer goodwill (directly reflected in market cap). Equity that could have been transferred to the FedEx brand long ago.

So starting today, FedEx will no longer be using the Kinko’s name and will instead focus on extending the FedEx brand to include those capabilities associated with Kinko’s -- an excellent decision, too bad it took so long and at such a cost.