Marketing people tend to believe that hyping an "established" brand name is all that is necessary to sell cheap junk to the dumbed-down mass market. There are even pinheads who still think that there is "value" in the Huffy Bicycle brand name. (Huffy bike fans worry as company hits bumps in the road)
All hype, no substance.
We see the same thing in politics: hyping party labels that no longer have anything to do with principles.