A battery importer in the UK wanted to import their own brand of batteries but know that they would struggle as it would have no branding behind it to sell the batteries. They found out that Everyready brand was stagnant and so they licensed it and put it on their poor quality batteries. Now they are selling loads of them and they are in most retailers. Best of all is that this company is using cheap batteries and making a killing although they do have to pay a royalty to the owners of the Everyready brand.
So the lesson here is that if you don't have an established name and brand then it could be better to buy another brand to help launch your product.
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