Borders looking for value in name

NEW YORK  — The end of Borders as we know it may be drawing near. According to court papers filed with the U.S. Bankruptcy Court in Manhattan, Borders Group is planning to auction off its intellectual property, including the Borders brand name and the Borders.com website, in a move that will enable the brand to live on after liquidation in a limited fashion.

The Sept. 14 auction, which will sell off the logo, trademarks, website, customer lists and other intellectual property, is expected to draw millions of dollars worth of offers.

A bankruptcy judge is slated to rule on the proposed auction on Aug. 10.

The team of liquidators is led by Gordon Brothers Group and Hilco Merchant Resources, who have a Nov. 13 deadline to empty the stores of all merchandise and fixtures.