"Large global brands realise there is a generic dislike of super brands, so they often like to appear smaller than they are to avoid negative publicity, " says Stuart Roper, a corporate reputation expert at Manchester Business School.

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They optimized the battery management system specifically to our motor, rather than relying on a generic system like other brands.

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He adds that health plans are justified in their efforts to start patients on generic Zocor before they try brands like Lipitor, Crestor or Vytorin.

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