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What is the brand stretching?

What IS the "Leading brand"?

  • Toothpastes, toilet papers, vacuums, we've seen it all. Commercials that attack against "The Leading Brand" show the "Leading Brand" is NEVER shown a logo and doesn't have any clues to show that the product competed against is in fact the "Leading Brand". For instance, you remember the Clorox commercial with the man showing around 2 socks? 1 used with "Clorox" and the other with "The Leading Brand"? We know that Clorox doesn't make socks as white as in the commercial, so how can we tell Clorox was used? Same case for Charmin toilet paper. The commercial that shows that it's "More durable than the 'LEADING BRAND'." And even if Clorox is the leading brand, then who is the "Leading Brand" they're competing against? So, what is everyone's opinions? What is the "Leading Brand" of all of these examples and more?

  • Answer:

    Porter and Gamble products maybe

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The "leading brand" is a marketing ploy the company fabricated to give you, the consumer, a point of reference. In most of those side-by-side television commercials, the "leading brand" product they use is generally a cheaply made generic brand product or just the original product with some key element taken out to make it worse.

Brian

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