Gary's points are excellent, and right on the money. Wix puts it's name only on it's top line products. But, it will make filters for anyone that wants them. You choose the features/content, and they make it. You can get NG that is identical to Wix in construction/performance, but the asthetics are differnt due to branding. Or, you can get a lower Napa offereing, made by Wix, but Wix will not have same in it's own product line.
And that concept is not just limited to filters.
We make HVAC equipment where I work; one of the major players in the market. From two main product lines, we directly market more than 10 brands. We also have a no-name option where you can buy them, slap your own label on them, and market them anyway you see fit. Several companies you would recognize actually buy our stuff and re-label. Further, the brands are all set up with perceived hierarchy for content; pay more, get more features, so to speak. However, there is HUGE overlap in this arena.
This isn't new; it's been like this since marketing began. Probably started shortly after (or coincident to) the world's oldest profession ...
