Correction: NOT WSJ but Yahoo Finance: Olympus one of 10 brands to disappear in 2014

Started May 26, 2013 | Discussions thread
tgutgu
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Re: The Olympus Brand will not disappear
In reply to Marty4650, May 27, 2013

Marty4650 wrote:

The Imaging Division might have a new owner, but the brand "Olympus" will not disappear.

The brand name is simply too valuable, not matter what the profitability of the imaging division is today. Someone will want it, and the brand will live on. Brands like Vivitar and Polaroid still live, even though those companies are long gone.

I wouldn't even be shocked if Canon or Ricoh were to acquire the Olympus imaging division just for their M4/3 products, which are decidedly better than their own MILC efforts (EOS M and Q). I would include Panasonic in this, if they weren't struggling themselves, and Sony has their hands full with NEX.

The only really valuable products `the Olympus Imaging division has is their M4/3 cameras, and to a much lesser extent their Tough cameras and XZ high end compact cameras.

There will be a market for MILC cameras until someone can invent a smartphone that can equal their image quality. I just don't see people who wanted smaller and lighter high quality cameras moving back to DSLRs.

MILC isn't a mass market product but a niche market one that will continue to grow. It is really a subset of the "Interchangeable lens camera" market, and one that is difficult for smartphones to compete with.

I would count on that. The brand name may survive, but there is no guarantee that you'll have the same portfolio and quality of products. There are several examples of valuable company names, which still exist, but are just labels for some superfluous products:

  • Rollei
  • Vivitar
  • Minox
Some brands, which we thought would never die, disappeared: And we don't know, what will happen to Kodak.
  • Contax
  • Yashica
  • Agfa
  • Konica
I think the reputation Olympus has nowadays, is overrated. If the aforementioned brand lost their role in the photography business, I see no reason that Olympus might have the same fate. Of course, nothing is sure. I hope that Olympus will survive and provide its customers - including me - a lot of great products. But we should stay realistic and not overly enthusiastic.
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Thomas

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