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| Author: | Low, J. Blois, K. |
| Title: | The evolution of generic brands in industrial markets: the challenges to owners of brand equity |
| Journal: | Industrial Marketing Management
2002 : AUG, VOL. 31:5, p. 385-392 |
| Index terms: | BRAND NAMES BRANDS INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | 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. |
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