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A "company" portraying themselves as an authentic manufacturer or a product but in reality another separate manufacturer does all of the production behind the scenes. The ghostbrand has nothing to do with the manufacturing. Many new internet brands would fit the definition of a ghostbrand as they're often little more than internet marketing companies who sign up for private label programs offered by existing manufacturers who do all of the production, manufacturing and in some cases order handling and drop-shipping direct to a customer. As all of the production is done by another manufacturer, all the ghostbrand has to do all day is marketing. Example: Casper mattress. They are not a mattress manufacturer, they don't make their own product -- someone else does. They are actually just a marketing brand pretending to be a mattress manufacturer. Ghostbrands usually grow through shady affiliate marketing techniques, such as through commissioned "reviewers" on platforms like youtube whereby reviewers are paid hefty commissions for pretending to give unbiased reviews when users click their link and make a purchase or use discount codes.

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