I think the name Firestone is a bad odor, period. I would not be surprised if this were going to be the end of a long, long, long, old established company. For them to recover, it's not going to be a very easy thing to do.
The name Burlington Coat Factory is a misnomer because they carry a full line of fashion apparel, including coats in the winter. It's basically an off-price operation. You get good value there, very good value.
The Field's name is synonymous with Chicago, but the customer will like what he or she sees.
It's a question of whether Federated wants to revive the name brand.