Mark Holt

Will the brand awareness for Realogy brands increase with their imminent bankruptcy? Icahn thinks that's where they are heading, so he sued http://dealbook.blogs.nytimes.com/2008/12/03/realogys-creditor-wars/ The survey didn't indicate positiveness, but it's an good bench to determine erosion in brand value if the financial fallout Icahn is hedging happens.

The Realogy 'reality' is Apollo racked up over 1 billion in losses starting immediately from their April '07 purchase. Now that even its largest investor, Carl Icahn has announced today "Realogy is Currently Deeply Insolvent" in his lawsuit, http://dealbook.blogs.nytimes.com/2008/12/02/friendship-aside-icahn-sues-leon-blacks-realogy/ , it is now inevitable that these brands are now heading to bankruptcy court. Apollo ventures, who put nearly no down payment into this deal, thanks to our mighty bankers who bought into this 6 billion folly, are concerned they've lost some reputation. Apollo's reputation? This is a terrible loss to each of the 300,000 professionals associated with these brands, not to mention the hard earned savings of franchisees. The media is going to have a field day when the fillings hit. The term 'ColdwellBankrupt' is certainly not going to be burnishing any one's reputations and will only serve to further diminish, if not entirely destroy the goodwill so patiently built by the founders, franchisees and associates of these great brands.