In 1898, Max and Samuel Grumbacher opened their first store, in York, Penn., forming the basis of what would become Bon-Ton Stores. If a brand is the story of a company and everything it’s done, and how customers feel about that story, then it took 120 years to build the Bon-Ton brand from scratch. In a lot of cases, including Bon-Ton’s, it’s quicker and cheaper just to buy a brand outright, one that someone else has built. Billions of dollars were spent making Bon-Ton into a national department store chain. CSC Generation, the largely unknown company that picked up Bon-Ton’s brand property, along with other intellectual property assets, at a bankruptcy auction did so for $900,000. That’s some markdown, and yet it’s real money — a bet that CSC can make good on a brand behind a retailer that went bust. Read more at Retail Dive.