““Following the logic, retailers have to advertise these sub-brands, as presence on the shelf alone is unlikely to give them meaning in the consumer’s eyes. This not only erodes the retailer’s advertising cost advantage but also gives them a disadvantage over nationally available advertised brands, as their brands are only available in a small percentage of the market, their own stores, and thus tend to be of small volume in comparison. However, advertising is expensive and needs to be amortised over a large market share to be viable.””
