Exclusive Brands
•An exclusive brand is a brand that is developed by a national-brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer.
•The simplest form of an exclusive brand occurs when a national-brand manufacturer assigns different model numbers and has different exterior features for the same basic product sold by different retailers but it is still marketed under the manufacturer’s brand.
•A more sophisticated form of exclusive branding occurs when a manufacturer develops an exclusive product or product category for a retailer and it is marketed under a brand name that is exclusive to the retailer.