Well timed ad campaign on LinkedIn...
Here's a new angle/explanation:
We know that Hanwha has some sort of an agreement with Samsung to use their brand for some (unknown) period of time.
Maybe it even is a longer term agreement, say > 3 yrs.
But there must be another agreement then as well, which hasn't been discussed yet: How long before Samsung Electronics can sell their own line of "Samsung" (sans Techwin) branded security systems?
These two agreements would likely negotiated together.
But let me ask you, if you had rights to the "Samsung" brand for 5 years, but after that you would lose it to a huge electronics company that could immediately start selling products with "your" old label, what would you do?
You defintely would not want to wait right to the end to switch your brand name, right?
It might not be a bad thing. I remember when Lenovo bought IBM's PC division and they phased out IBM's branding on the thinkpads. Now they are the top PC maker.
Meanwhile back at "real" Samsung, you know the one who sells phones, they are continuing to hock Samsung branded Hanwha Techwin DBA Samsung Techwin security systems:
One can only wonder when Cook pulls the trigger on the new brand, if Samsung.com will
1.) Sell Hanwha branded cameras
2.) Sell Samsung branded Hanwha cameras (Allowed thru a special exemption)
3.) Stop selling security cameras all together
4). Sell a new line of Samsung branded cameras made by Samsung.com (the phone guys)
I think that #1 is highly unlikely, #2 is highly ironic, #3 is doubtful, which leaves us with #4.
Is there another option?
Well you can't accuse Tom Cook of shirking the issue, he's been quoted numerous times speaking off the cuff about the issue and here's the latest example.
Hanwha Techwin, previously Samsung Techwin, is another top 10 exhibitor this year with 4,500 square-feet of show floor space. The company is using ISC West to show off the new brand, new color scheme and new logo. “We’re going to change that fairly sizable banner that’s going to [cover the length] of our booth. … It’ll say Hanwha Techwin with our [new] logo,” Tom Cook, company VP of sales for North America, told SSN. The company announced its new name in early March.
Cook said, “It’s really exciting to show a new company name … and we expect a lot of buzz.” The Hanwha Techwin logo is three orange circles; the company’s new color scheme is orange and grey. Samsung’s original color was blue, with an oval around the name as its logo. Hanwha’s booth will be similar to Samsung’s booth in the past in that it will feature the company’s partners, Cook said.
“We’re attaching the Hanwha Techwin name to the Samsung brand so people can understand: Hanwha Techwin offers Samsung products,” Cook said. “We’re not abandoning the Samsung brand name at all, which is—I think—very critical. People accept it, they know it.”