Identifying the brand owner is another aspect of this phenomenon. The high dynamics of modern stock and investment markets is accompanied by an intensive purchase / sale of the rights to use the brand. Accordingly, many popular brands repeatedly change their owners. However, this factor has a weak effect on the quality of goods. Moreover, the narrow specialization of many companies is accompanied by a certain unification of products. This is particularly pronounced in the segment of high-tech products. For example, various manufacturers of PCs or TVs use CPUs, chipsets, RAM or liquid crystal matrices from the same manufacturer. The assembly of products is often carried out on extraneous production facilities. The development of new models is also specialized. For example, some models of vacuums that are sold under different brands were developed by Electrolux engineers. Therefore, the products under different brands basically have the same high quality. Of course, the functionality differs significantly for the models of the budget, middle or upper segment and affects their cost. But this factor does not affect the quality of assembly and components.