[seizethecheese]

The interesting thing here is that this is about brands being bought out of bankruptcy and licensed. The trademark system in the US exists to prevent consumer confusion, one might think that if a company ceases to exist, the trademark shouldn’t survive.

[pocksuppet]

The trademark system exists to protect companies by preventing another company from making consumers confuse you with them. You can do whatever you want with your trademark within your company - you don't have any duty to prevent consumer confusion within your company.