TITLE

Cheap substitute

AUTHOR(S)
Slater, Will
PUB. DATE
June 2005
SOURCE
Brand Strategy;Jun2005, Issue 193, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on how brands can respond to switch selling when a cheap substitute is sold in the name of their brand. Need to incur the expense of creating a new brand; Importance of monitoring the market and competitors; Assessment of the widespread of switch selling of brands.
ACCESSION #
17611828

 

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