The evolution of generic brands in industrial markets: the challenges to owners of brand equity

被引：60

作者：

Low, J ^{[1
]}

Blois, K ^{[1
]}

机构：

[1] Univ Oxford, Templeton Coll, Oxford OX1 5NY, England

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2002年 / 31卷 / 05期

关键词：

brands; industrial; competition; value;

D O I：

10.1016/S0019-8501(00)00131-0

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2002 Elsevier Science Inc. All rights reserved.

引用

页码：385 / 392

页数：8

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