Destroying Brand Integrity and With it … Brand Value

Many people have been skeptical for decades or longer as to the real difference between one brand of gasoline and another. Many suggest that one of the reasons no brand can charge much more than a private brand, much less more than each, other is because there is no real difference.

Others will suggest that it is in the additives, which are mixed in at the station in the underground tanks. Seems suspicious and dubious to me.

And then to make it even easier to doubt a brand’s credibility you have this situation pictured below. A private brand tanker, labeled as such, delivering gasoline to a “high value” branded gas station. But it is full of Chevron with Techron … of course it is, they were just too cheap to brand the delivery truck. Right!










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