Branding - customers will often choose a successful or familiar brand over one they do not know.
Both are sprawling empires, with familiar brands that reach into almost every German household.
Still, there are risks to eliminating a word like "diet" from familiar brands.
So it is not surprising that some of the less familiar brands are leading the race toward greater cost-effectiveness.
The business is consolidating rapidly, though, a trend that may be reducing consumer choice by killing off both new and familiar brands.
Some products, though, will become the old familiar brands of the future.
As a result, familiar blue-chip brands have moved about with dizzying speed.
Not that familiar brands are even always safe.
The commercials were not for familiar brands; there was no feeling of use and custom to them.
But for now, he said, Philip Morris is happy to emphasize the familiar, affordable local brands.
Wörterbuch für Marketing