More on vir­tual brands, from the New York Times:

There are about 80 brands in the crowded Amer­i­can mar­ket for L.C.D. tele­vi­sions, most of them value-priced. Olevia’s com­peti­tors include Vizio, which has had suc­cess sell­ing through Wal-Mart and Costco, and a num­ber of brands recy­cled from yes­ter­year, when the United States still made tele­vi­sions: Zenith, Emer­son, Syl­va­nia, West­ing­house and Magnavox.

With the excep­tion of Zenith, which has become the value brand of the Korean com­pany LG, these brands are used by “vir­tual com­pa­nies” that, like Syn­tax, con­tract with assem­blers to build the TVs.