REVITALIZING BRANDS
Journal of Consumer MarketingPublished 1 March 1988
Norman C. Berry
Citations40
SJR quartileQ1
SJR score0.97
SNIP1.02
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Abstract
The Birth of Brands A hundred years ago there were no brands to revitalize … because there were no brands. Market leverage was held securely by wholesalers, who determined what retailers should sell and what and how much manufacturers should produce. There was little difference between the various manufacturers and producers of soap, coffee, rice, or any other product. One manufacturer's product could easily be substituted for another's, not because they were all equally good but because they were all equally inconsistent.
Keywords
Business, Management and Accounting