A manufacturer has four sponsorship options. The product may be launched as a national brand (or manufacturer’s brand), as when Samsung and Kellogg sell their output under their own brand name (the Samsung Galaxy tablet or Kellogg’s frosted Flakes). Or the namufacturer may sell to resellers who give the product a private brand (also called a store brand or distributor brand). Although most manufacturer create their own brand names, others market licensed brands. Finally, two companies can join forces and co-brand a product. We discuss each of these options in turn