Their name is well-established, it is true. However, I gather the hope is that an actual brand image (e.g. "Pepsi") rather than a household word (such as 'a coke' referring to many different sodas, or "Kleenex" referring to all things facial tissue) will help combat the clones and rip-offs. Perhaps if only because customers will expect to see the company logo stamped on 'quality' hardware.

Arduino hardware designs are/used to be available under GPL, so I hope the Italians won't start to "combat the clones".

The whole point of Arduino is that anybody can make clones and derivatives. The only distinction is that the clones cannot be called arduino, which is why you see freeduino, seeeduino, etc.

I was very confused after I first looked into Arduino. Branding provides much needed orientation, especially for those who are new to Arduino.