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Management article
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Reference no. ICR051D
Published by: International Commerce Institute
Published in: "International Commerce Review", 2005

Abstract

Under pressure from slow sales growth and rising own label penetration many brand manufacturers are turning to ''brand building'' as a way out. But it can make things worse.

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Abstract

Under pressure from slow sales growth and rising own label penetration many brand manufacturers are turning to ''brand building'' as a way out. But it can make things worse.

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