In many cases, newcomersofindustries, includingthefoodservice, fashion, distributionandfoodandbeverageindustries, opentheirshopsnext tostoresofleadingbrandsoftheindustrytoheightentheirbrand imagebycompetingshoulder to shoulderwiththeindustryleader.(웹 검색 예문)이처럼외식, 패션등유통식음료업계의신생 업체들이동종업계의유명 브랜드 점포바로옆에잇달아매장을내고있다. 같은업종에서 형님뻘인업체옆에서경쟁을벌여아우로서 인지도를높이는방식이다.