Prior to being acquired by T-Mobile in April 2020, Sprint had a brand with a value of $8 billion to $12 billion, according to all the major rankings of the most valuable brands. In August 2020, T-Mobile officially discontinued the brand. What happened to all that brand value? A new white paper from MARKABLES covers the whole story. It discusses the longevity of brand spending and the circumstances that foster a successful rebranding. One key finding is that digitized customer relations make branding and brands more dispensable. “It is one of the great misunderstandings of brand valuation—the impact of modern business models and customer relations on the longevity (and size) of brand value,” the paper says. The white paper is available for download if you click here. MARKABLES is a provider of data designed to support the valuation of IP assets.