An old trademark associated with a failed business's old
products, such as tape cassettes, seems like a hard sell. However,
Japanese brand "aiwa" is reincarnating under a venture to
use the Japanese trademark, purchased from Sony by one of
Sony's old suppliers Towada Audio Corporation. Towada Audio
established a new "Aiwa" corporation that would re-enter
the market with new and redeveloped audio electronics.
Aiwa originally failed to modernize enough for the market and
was bought up by Sony in 2002, and subsequently fell by the wayside
in 2008, but Towada Audio bought the trademark that was to expire.
The trademark has not only the nostalgic pull and brand confidence
among older consumers, an increased popularity of
"analog" audio technologies like cassette tapes as
"retro" items feeds aiwa's hopes to sell record and
cassette players that combine that old technology with Bluetooth
and other digital features. Interestingly, a separate
Aiwa Corporation in the United
