Jessops was a brand that was established, why start trying to build a brand when there is a perfectly usable one going begging?
Because there are a lot of people who will not buy from the 'new' Jessops after being shafted by the original Jessops over the vouchers, and delays in returning paid for repairs/unrepaired equipment.
For those, and many more, the name has been dragged through the mud, and Jones & co will be looking to restore the confidence in the brand again.
Peter's high profile is enough to mitigate against struggling to establish a new brand name - it's what he has done since first appearing on the Den (Reggae Reggae remember?).
If the investors didn't include him or anyone else of notoriety/celebrity status, then I'd wholeheartedly agree the brand name could be seen as helping fast track things, but with no stores, I honestly believe the online-only entity will still struggle to make any appreciable gains or in-roads on those who're still in business (online and physical stores alike).
If he's able to make a go of it, and the only thing I can seriously see happening is the brand being built back up to a point where he can off-load it for a handsome profit, then fair play to him and the others behind it - but my gut instinct says it will merely trundle along as just another potential shopping option, when choosing whom to buy your memory card or circ pol lens from.
As that is my projected view, then I reiterate what's the point and why reuse a defunct brand name to be just another bookmarked url?
If, as I mentioned in the administration thread, they absorb the vouchers cost, then I can see the point of resurrecting the name - although they could've just stated that they'd accept the vouchers.
That probably would have more effect in establishing a new entity trading without the crutch of the Jessops name, than its association with one of the Dragons.