Turning your brand name into a generic term for a product has both advantages and disadvantages. However, based on the information provided by the strategy team, we found that in consumer purchasing behavior and among sellers, the Delster brand was suffering. This issue has led other brands and sellers, due to regulations, to often place a different product in the consumer’s shopping basket. Given the lower importance of brand in this type of FMCG product in Iran, this became a key challenge