The evolution of generic brands in industrial markets: the challenges to owners of brand equity
نویسندگان
چکیده
The paper suggests that generic brands can develop in industrial markets as easily as they can in consumer goods markets. It briefly examines the issue of branding in industrial markets and then describes the problems that firms can face if their brand name becomes used in a generic manner. It suggests actions that such firms can take as responses to this situation. D 2002 Elsevier Science Inc. All rights reserved.
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تاریخ انتشار 2015