Why do manufacturers carry multiple brand names of the same product?

[Old one]

I asked the internet the difference between a Tor Axis and A C E. The result is they are the same except for some exterior things, NOT making a difference in usage or driving. Why do they do this?

I was employed at a company that imported consumer goods. We had them manufactured offshore and some sold under our name, or private labeled. I asked why, and products with very Minor differences. was answered by the Sales and Marketing V P.

If you go into different stores in the appliance areas., you will see G.E./ Hotpoint; RCA/Kenmore/Whirlpool names. Sometimes, by contract, an "area" is named, so they can sell the other brand name to a competitor. Sometimes, the big brand buys out a smaller brand and the contract states keeping the smaller brand name alive. Sometimes, both brands have a following....
The different is marketing, not the product.

 

[SGilbert]

Axis and Vegas are the same, but ACE is not.

They use multiple names so dealers do not compete with each other.
Same principle as cars, TVs, etc.

 

[wiscampsin]

Happens in TT's too. Forest Rivers' Rockwood and Flagstaff brands/models are the same except for colors. Years ago we were looking for a certain Rockwood TT and nobody had it in our area, but someone did have the same under the Flagstaff name.

 

[GypsyR]

Also in the retail store side, the more products you can get put on the shelves, the less room there is for the competitors' products.

 

[Old one]

Happens in TT's too. Forest Rivers' Rockwood and Flagstaff brands/models are the same except for colors. Years ago we were looking for a certain Rockwood TT and nobody had it in our area, but someone did have the same under the Flagstaff name.

This is exactly what I was saying.

 

[TheLooks]

Happens in the food world also. My cousins owned a seafood processing plant and they had 2 lines, people would claim one was better then the other but the difference was the label.

 

[Alan_Hepburn]

Same thing happens with the gas we buy: Chevron, Shell, Texaco, Marathon, etc. all fill their tanker trucks from the same spigot - the only difference is the additives that the truck driver adds while he's filling up.