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1. Manufacturers Brands: These are national brands initiated/ created by the producer of the product. They represent branding applied to the goods produced and sold by the manufacturer who owns the right to the brand. For example, 85% food items, all autos, 75% major appliances, more than 80% gasoline. They require the producer to be involved in distribution, promotion, and to some extent, pricing. Brand loyalty is encouraged by quality, promotion and guarantees. Producer tries to stimulate demand, encouraging middlemen to make the product available (PULL)
2. Private /Distributor Brands: also known as retailer /wholesaler/ middlemen/ store brands. Initiated and owned by the resellers. 50% of shoes, 33% tire market, 13% food, 25% appliances. The manufacturers are not identified in the product. It helps retailers develop more efficient promotion, generate higher margins and increase store image. The competition between manufacturer's brands and private brands (15% retail grocery) is intensifying. E.g. Ukwala and Gilanis brands
3. Generic Brands: Indicates only product category. Began as low cost alternative in the drug industry for less than 1 % of supermarket revenue even though 85% stock them. Cheaper than branded items. Accounts for less than 1% of retail sales, was 10%.
4. Brand image - set of beliefs that consumers hold about a particular brand.
5. Line extension- using a successful brand name to introduce additional items in a given product under the same brand name such as new flavours , forms, colours , package sizes , additional ingredients.
Lellah answered the question on November 5, 2021 at 11:31
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