You are quite naive. Brand names are simply registered / protected
names - None are a particular product, particular manufacturer,
particular formulation, etc.

While you are quite correct in stating Kenmore does not define a
particular manufacturer, set of manufacturing requirements, etc, that is
true for all brand names.
To use your example, Ford can substitute any products they wish within
that car / manufacture it anywhere they wish and still call it a Ford.
They could even have Honda make a car for them and call it a Ford, if they
so choose.

You and I both know that manufacturers often sell products that they did not
produce themselves. Chevy right now sells an economy car manufactured by
Daewoo. I believe they call it the Chevy Aveo?

The problem though, is that most people think of a brand as a company. If
you buy the Chevy Aveo for example, you might not know that it's a Daewoo.
But if you bought it thinking it was a Chevy, that's OK, as Chevy is a real
brand of automobiles.

The problem with thinking of Kenmore as a brand is, Kenmore does not make
one single appliance. If half of the "Kenmore" stuff was made by a company
called "Kenmore" and the rest of the "Kenmore" stuff was made by a mix of
frigidaire/electrolux, whirlpool, kithenaid, maytag, etc . . . then it would
be correct to say that Kenmore was a brand.

But to call "Kenmore" a brand when they don't make even ONE appliance is (at
best) misleading. Kenmore is a label, not a brand. -Dave