Well, I did know that Ford bought Jaguar a number of years ago. They didn't try to hide the fact, though, and although there may have been some personnel and structural changes, Jag remains a largely autonomous company, and the cars they put out don't say FORD on them.
But I'm not talking about a theoretical brand sticker, I'm talking about a real one. I've purchased things from Omega, and other companies, for that matter, that *literally* have the real manufacturer's sticker
*underneath* the distributor's sticker.
Maybe. But I'm a contract manufacturer, and I've learned to do things the way the customer wants them done. If I told my customers my moral and political and environmental beliefs, let alone my product design philosophies, I wouldn't have a job. That could certainly be considered pragmatic or hypocritical, depending on one's perspective.
Now, though, you seem to be contradicting yourself, by calling that practice "nonsense" and illegal. What's your real position? Hard to debate the issue if you keep shifting it.
Those are trade names that, AFAIK, have *always* been owned by Sears. That's like saying, Do I think Toyota shouldn't be allowed to call its cars "Camry." I don't see the relation here at all. That's not rebranding, that's trademarking.
But you're right, rebranding isn't fraud, legally, in most cases.