> Are non tech companies really that foolish to think they can salvage a brand that was relevant 10 years ago and revive it?
Sure you can, though branding isn't the only way to make a successful business. Kleenex knock-offs thrive even though nobody ever says "please hand me the Generic Tissue Paper". Assuming there are professionals involved (not just rich techbros that have held on since founding) tech companies should be operated the same as non-tech companies. Build a good product, keep costs down, drive sales, put away cash, grow your market.
Once AOL and Yahoo were acquired, it should have been possible to convert them into factories for generic content and services, and service many small brands. But you need an experienced executive and management class that can do this efficiently. It's much easier to turn an acquisition into an poorly-run independent cash cow, or plunder its IP and eliminate it.
I've seen acquisitions go many ways. In some, the parent company may end up more like the acquisition because its business or product was more robust. Other times the point was to obtain some tech and absorb it into the parent company's products. Other times they just wanted a steady cash flow and a foothold into a new market. Sometimes they keep the acquisition fairly independent, because it already has a strong brand and products and they seem to be fucking up less than other acquisitions. Sometimes the companies' execs were literally just golf buddies and one just decided to help the other out of a bind. Sometimes they have no idea why the fuck they bought it or what to do with it, some moron at the top just thought "we need an X, we'll figure out what to do with it later". Sometimes