Products sold under a brand name used to command premium prices because, in general, they were superior to nonbrand rival products  Technical expertise in product development has become so widespread, however, that special quality advantages are very hard to obtain these days and even harder to maintain  As a consequence, brand-name products generally neither offer higher quality nor sell at higher prices
Paradoxically, brand names are a bigger marketing advantage than ever
The advertising of a company's brand-name products is at times transferred to a new advertising agency, especially when sales are declining.