National Brands
•National brands, also known as manufacturer’s brands, are products designed, produced, and marketed by a vendor and sold to many different retailers.
•The vendor is responsible for developing the merchandise, producing it with consistent quality, and undertaking a marketing program to establish an appealing brand image.
•Vendors use an umbrella / family brand associated with company and a subbrand associated with the product.
•In other cases, vendors use individual brand names for different product categories and don’t associate the brands with their companies, e.g. Pringles How to
National Brands•National brands, also known as manufacturer’s brands, are products designed, produced, and marketed by a vendor and sold to many different retailers.•The vendor is responsible for developing the merchandise, producing it with consistent quality, and undertaking a marketing program to establish an appealing brand image.•Vendors use an umbrella / family brand associated with company and a subbrand associated with the product.•In other cases, vendors use individual brand names for different product categories and don’t associate the brands with their companies, e.g. Pringles How to
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