TYPES OF BRANDS

• Brands classified in a number of ways.

• Generic products Products characterized by plain labels, no advertising, and the absence of brand names.

Manufacturer’s Brands versus Private Brands

• Manufacturer’s brand Brand name owned by a manufacturer or other producer.

  • Examples: Sony, Pepsi, Dell.

• Private brands—brands offered by wholesalers and retailers.

  • Account for one of every five items sold in the United States.

Captive Brands

• National brands sold exclusively by a retail chain.

  • Example: Target’s sale of products by Michael Graves.

Family and Individual Brands

• Family brand Single brand name that identifies several related products.

• Individual brand—uniquely identifies the item itself.