You see a similar market approach with products like laundry detergent, just to name one. Tide, Cheer, Bold, Gain... all P&G products, all roughly the same price (and product for that matter), and all claiming to be 'better' than the others.
The mind set is: If you're going to split sales between five or six brands, four of them might as well be yours; and, it's better to steal sales from yourself than let a competitor do it for you.
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--MR.SKI
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