The more brands change the more consumers have to do their homework when buying electronics and appliances.

By Richard M. Sherwin

Lately, during product introductions, Apple polishers, Sony aficionados, Samsung “Sammies”and “gotta” get “big brands” consumers all got what they wanted. New TVs, Internet related devices, home appliances and plain old radios and other accessories flew off the shelves during the holidays.

But did you know that nearly 65% of the consumer electronics, home computers and related products are sold by not- so – famous brands and companies who were considered lower tier just a few years ago? Companies that may not have even existed a few months ago, and now out sell the famous brands? Should you consider buying TVs, washing machines, home computers from these upstarts? Well, it depends.

Vizio, the former budget TV maker has become more successful selling better TVs than Panasonic, Sony and Samsung or LG. And now the former king of the entry level product at wholesale clubs is now making tablets and mobile phones, high end audio video accessories and other next gen devices. And they’re getting really creative in pricing, while targeting a more affluent consumer.

Apex, a company similar to Vizio, that started around the same time, tried using a budget price no frills approach, but had unreliable products, is barely hanging on.

Other famous brands that were de rigueur only a few years ago have either been purchased for their licensed name and or merged into another company. For example, Polaroid hasn’t existed as a real company in a decade yet a new Polaroid company makes TVs, tablets, stereos and low priced digital cameras.

Memorex, a name many of us grew up with, was known for its top of the line blank media, but is now part of a bigger firm called “Imation,” which makes everything from high-end audio equipment to well made boom boxes to gaming accessories and next generation digital storage devices.

And Coby, which as recently as a year ago was the king of drug stores, souvenir shops and low tier retailers, is now a champion at Best Buy, Sears and other major retailers selling everything from TVs to tablets and everything in between.

Or how about Haier, appliance and CE maker, which was almost kicked out of some major chains for being unreliable less than five years ago? Now it has award winning products in nearly 20 categories.

The aforementioned firms have replaced RCA, Philips-Magnavox, Zenith, Packard Bell, AST and other brands we’ve all grown up with.

RCA, the largest of the U.S. CE makers, was sold by its giant parent company, GE, to a French conglomerate 15 years ago. The French company Thompson, through unbelievable stupidity like forgetting to sign long term agreements with North American retailers and also cheapening the quality of the top tier audio video equipment, killed the un-killable leader in CE sales in only a few years. They sold the remnants to a Chinese exporter which then even ruined the great brand further by producing sub quality products. The RCA name continues to be traded and sold and presently is a cheap accessory company. But don’t be surprised to see it and the name GE pop-up again.

A trade show like January’s Consumer Electronics Show can be a stalking horse and jump off point for a revamped company or a new company trying to make it in this volatile market. It can also mark the be the last efforts of a company that used to be on top and is now struggling for survival.

Sony, Panasonic, LG and Samsung pretty much introduce the same products this time of year. However, because of quick to market manufacturing in Asia, the newbies often bring new innovations like 3D, or Super Fast Tablets, or 11-1 channel stereo only weeks after the big guys. Sometimes, because the smaller CE makers are more nimble, they actually bring innovation to market faster. And, large retailers, who historically have relied on others to manufacture their products, may decide to make these products themselves after seeing newbies innovations at a trade show. Often, some of the best and most reliable off-shore factories are producing next generation product for several manufacturers and it might take a consumer reports detective to figure out what is different from brand to brand besides the nameplate.

But this is not necessarily bad for the consumer…just confusing. “It’s not like ten years ago when startups started with poorly designed unreliable TVs, computers or washer and dryers just to market the item as low priced alternatives,” said a regional buyer for a major West Coast retailer.

And the exposure and more watchful eyes at a trade show now often eliminate the bad startups before they get going and also give more credence to the next new reliable brands.

Gary Shapiro, hard driving CEO of the Consumer Electronics Show, and, to many experts, the man responsible for the unbelievable growth of the show despite recessions, industry depressions, and even years when there are no big hit products, notes that Intel and Microsoft and many others attribute their success to early participation in trade shows.

“They realize the efficiency of face to face marketing which helped them develop new partners based on in-person meetings and agreements that they should do business together. Tradeshows like the International CES are cost effective, efficient and open to the smallest company with an idea, which is why there are so many CES success stories.”

“But brands almost live and die overnight at a show like CES,” says Len Wanger, a senior securities analyst and consumer electronics expert with William Harris Investors, Inc. “Consumers all of a sudden realize there is no major RCA or Philips brand anymore and, as loyal as they are, they naturally look for a new company or a new buzz. And the buyers for major and regional CE chains can also be surprised and can plan for replacing the dying brands with new or revamped names,” added Wanger.

Dan Cole, Vice President, Sales and Business Development for the International Consumer Electronics Show, also notes that like in any other business the ebb and flow of which firm is hot and which is not can affect consumer trends almost right away. “A small company with a new and innovative product or a less expensive way to make and sell an existing product staple, deserves to fill the void of a discontinuied brand,” Cole says.

Such is the case with Coby. Created in 1990, it has only recently reached major player status after it’s been happy to mainly sell a sort of entry level budget piced portfolio of products. Asked how the company has recently made great strides in approaching major player status, a spokesperson said, “Coby has developed a strategy of maintaining a competitive cost structure in the industry without compromising the quality of its products.” Within the past decade, Coby’s team of inventors, engineers and designers have gained a number of U.S. patents, with several additional patents pending, and earned design awards. These patents which sometime take years to develop or exercise, put Coby in a position the last few years to provide manageable and successful growth in parts of the CES industry, they only dabbled in before.

Coby has risen through the ranks of the consumer electronics industry. Today, the company is redefining the way consumer electronics products are created, emerging as an industry leader in a challenging economy.

Back to Polaroid, a very famous brand that went from trusted name and innovative products to out of business status and then returned as a licensed maker of a broad range of products. No longer Mr. Land’s instant camera firm from way before digital cameras, it is now a Minnesota-based marketer of many products that occupied a big space at CES that would have made the original company proud.

“As we introduce a line of revolutionary new products, we’re excited to give our old and new fans around the world multiple ways to connect with Polaroid here at CES,” said Scott W. Hardy, President of Polaroid.  “Our CES lineup reflects Polaroid’s rich 73-year legacy as the innovator of instant photography and celebrates the global community that’s supporting Polaroid’s incredible cultural resurgence. Nothing can compare to the originality and relevance of the Polaroid instant experience. Our mission is to inject that Polaroid experience across the digital and physical worlds.”

What Hardy was saying, says one industry veteran, was that they were smart enough to get the use of the Polaroid brand name which many people still recognize, and then use some of the best and innovative and inexpensive manufacturing techniques and product development that might have kept the 73 year old company alive. And despite that Polaroid’s new parent company, The Petters Group’s founder is serving 50 years for a Ponzi Scheme, the present company is doing well on its own.

After all is said and bought or sold or closed, what should the consumer believe the next time he or she enters a store to purchase a computer, washer-dryer, stereo or TV?

“Many times the lean, mean American marketing teams spearheading brand takeovers do a better job than the brand originators did. Consumers with concerns would do well to make sure they know the full product warranty terms, how many repair centers, etc. are available, and use credit cards for purchase which extend warranties when possible,” said Richard Doherty, Research Director for The Envisioneering Group, a technology research firm.

Or you can do what I watched a top buyer for a national chain do when she entered one of the newly minted newly named oversized trade booths in Las Vegas last month, .a spot formerly occupied by the giant Philips CE company for 30 years. After trying to believe her eyes and ears, since this formerly no named company had product for product the same lineup as Panasonic (right next door), she whipped out her Android-based tablet (her IPhone didn’t work in Vegas) and pretty much did her own instant investigation into this new old company before venturing into a meeting.

Asked whether she did this when doing regular shopping, the national buyer exclaimed, “Because of advances in communication devices, I urge all consumers whether buying knock off clothing or any consumer goods like a car or 3D TV, to utilize these devices to save you money, time and peace of mind. Whether the item is a trusted brand, seemingly knock off imitation or just carries a plain new name.”