The Fallacy of Generics in the Uk

By clarifying what is meant by brands, own labels and generics, this article shows that neo‐generics, rather than generics, were launched in the UK. It clarifies that neo‐generics are in a terminal stage and through an understanding of consumers' perceptions explains why this has occurred. The advent of true generics in the UK is described and the transition from neo‐generics to own labels abroad is noted.