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oa Journal of Marketing - Brands with no names

 

Abstract

Who is Dave Nichol? Not too many of our readers could answer that question. But here is a man who was involved in a movement that continues to make waves, something called No Name brands. To many in branding, a no name brand is an oxymoron, something described in my dictionary as: 'a combination of contradictory or incongruous words.'

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/content/mfsa1/2006/08/EJC74483
2006-08-01
2016-12-05
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