[mewse]

Pedantry: "Craftsman" was never a company and didn't "go out of business".

"Craftsman" was originally a store brand used by Sears, under which it sold tools that Sears contracted various third parties to produce.

In 2017, Stanley Black & Decker purchased the "Craftsman" trademark from Sears (Sears Holdings at the time), giving Sears a long-term royalty-free license to continue producing and selling tools under that trademark (I think that license lasts for about another decade at this point? And then there'd be a small royalty payment for using the trademark beyond that point.)

As a result, several different stores now each carry tools all called "Craftsman", they're generally not the same tools; different stores sell different tools produced in different places, and all sell their own versions of the tools under the same "Craftsman" brand name.

This undoubtedly causes absurd levels of consumer confusion. As you say, it's absolutely causing tremendous reputational value for the trademark.