UltraMax 800 doesn't have the Kodacolor line vibe. It would be a great addition to Kodak's line of colour negative films, but naming it Kodacolor 800 would not do it any service. UltraMax is finer grained than Kodacolor/ColorPlus 200 and is not muddy. It's a modern 800 speed film.
Let's see what the EK-Alaris evolve (or not). I agree about the branding and it'd be a parallel to selling ProImage as Kodacolor assuming ProImage is superior to a plain Kodacolor 100.
However, do most of the consumers care? Or rather, simplifying these as Kodacolor makes it easier for most?
There is a whole lot of workflow variation by the way of scanning and it's mostly us knowing the film legacy. Still, I found very amusing to browse contemporary late 90s-00s reviews of ColorPlus and the words were not that much positive "a cheap, grainy, dull consumer film". Whereas now I perceive people love ColorPlus!
As I write, I am thinking it might be not so simple as a newcomer to understand film options; most films have a name but it can be confusing.