I beg to differ, if you are buying a item from me do you not want to know that it was myself selling it of would you prefer that the item belongs to a third or forth party and they are selling it using the decency of my name?
No, I don't. I don't really care who started your company or what you called it, so long as the product in my hot sweaty hands right now is good.
I think the time of trading on one's name has pretty much gone - see my examples of the car makers above ... at best the families might be involved in the company (sucking up the profits) but they don't design and build the product. It's just another brand name