National brands dominate our society. They're familiar and reliable, both to consumers as an experience and to brand owners as a revenue source. People often associate them with goods produced by ...

As national brand manufacturers navigate the private label landscape, this research will help them decide whether they should get into this intensely competitive business.

(The South Korean national brand has acquired that power; Japan has lost it since the 1990s.) True, American tech is better than European tech. But so is the branding of American tech.