Share 'Biotech branding: going out of style?'

We've seen companies like GE Healthcare, Thermo Fisher, and Invitrogen swallow up brands (Amersham, Molecular Probes, Dharmacon) like they're going out of style. Are they? Do you feel as though brands are not as revered in Biotech as they are in other industries? What was the most surprising branding decision you've seen over the past few years, and which ones have had the most fallout?