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What’s in a name? A cool UKP3.1m if it happens to be a well established brand name like Fidelity: that’s the price that Amstrad Plc has paid – in cash – for the Fidelity name and sundry assets to Caparo Plc, and in future all Amstrad consumer electronics products, such as the new UKP500 videotape camera recorder and two video cassette recorders announced yesterday, will bear; they will initially be called Amstrad Fidelity, and the Amstrad name will be dropped once the association has been made in the public mind; the computers and other business products will retain the Amstrad name – at least until Alan Sugar can find himself an even more famous one to buy – IBM, perhaps?

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