New York (CNN Business)The Sears brand, once the mightiest in retail, is only worth a fraction of what it once was.
As the company prepares for life after bankruptcy, a key to that future is whether the brand still has enough value to bring back the customers it needs.
The company has been writing down the value of its brand on its balance sheet in recent years. Since 2015 its value has been reduced by $633 million, or more than 60%. Beyond that bookkeeping maneuver, retailing experts say the Sears brand had lost value in the eyes of shoppers.