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Hope Jensen Schau, marketing professor at UC Irvine’s Paul Merage School of Business, said​ that Buybuy Baby is likely to have some brand goodwill carried forward into its new chapter that could help reposition it as a national retailer. Many shoppers may not have even known the brand was associated with Bed Bath & Beyond. And in a world with countless online competitors, some shoppers will feel better about going to a brand they have heard of before.  “In this case, you have some traction in the marketplace and some brand equity. We don’t want to lose that,” she said. “But you have to salvage it from anything that wasn’t successful that was associated with it.”