The potential value of the Hostess name and how Twinkie, Ding Dong or Wonder Bread could be repurposed into other consumer products was being assessed as Hostess Brand filed for bankruptcy this last Wednesday.
For the time being, Hostess will continue to produce Twinkies, but some experts are concerned about whether the company can survive. This is Hostess Brands' second trip in bankruptcy court where it resurfaced in 2009 after a four-and-a-half year corporate restructuring.
Throughout history, buyers have placed high bets on brand names like Borders, Polaroid and Sharper Image which continue to resonate with consumers even after the company has filed for bankruptcy and has liquidated its assets.
