I'm confused about everything. I see three different levels: the gear, the people, and the corporation.
To love the gear you just have to prefer the sound, the style, the build, the technological approach, or the combination, or whatever.
To love the people, you just have to be able to identify who was really responsible for the gear, like Avery Fisher, H.H. Scott, Saul Marantz or Frank McIntosh.
To love the corporation... some companies do come to stand for certain values. Other than that, I think you'd have to be an employee on their health or retirement plan. Otherwise, every time it gets sold, you'd have to start the courtship over.
Bottom line, I think people refer to a blend of these, centered on the gear, and in some cases certain people, and rarely, the company itself, to form their brand affiliation. Not a terribly critical distinction.
So now, I'm like cubdog. I've no idea why I bothered to think about it or comment... except to note that this is all an aside to the OP's point that Technics is being revived. Let's go back to that point, please?