The fact is Kodak loves brand loyal consumers. They find a name that they think is a winner and sell as may items under that name as possible. Even if the items are not similar at all. How may KODAK MAX items were there? Film at several speeds, batteries, etc.... Also Ektar are we talking old or new film? Maybe we are talking about a lens. Yes in the past there were may Ektar lenes.
I love Kodak and their products but I think they are deceptive in the way they market their items. A top quality product deserves a unique name.