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The manufacturer brand is created by the manufacturer to ensure that customers treat the manufacturer as their product when purchasing.For example, Haier home appliances and Gree air conditioners are manufacturer brands.The manufacturer brand has long dominated the retail industry.Manufacturers who create this brand need to participatedistribution, promotion and pricing decisions.Manufacturers can improve customer loyalty of their products through promotion, quality control, quality assurance and other measures.For manufacturers, this brand is a valuable asset.Manufacturers should make efforts to stimulate product demand to encourage dealers to sell their products.[1]
Like some brands we are familiar with, such asCoca Cola、Kodak、IBMThey are all manufacturer brands.Although many companies in the IT industry produce product parts or even all manufacturing activitiesoutsource, but these companies are still the owners of the brand and responsible forAdministration。
Manufacturer brand has always been the leading role in the industrial and commercial stage.Most manufacturers create their ownbrand。In addition, some reputable manufacturersFamous trademarkRent to others for use, and charge a certain royalty (because registered trademarks are also a kind ofindustrial property）。
Correlation
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In some large foreign retail enterprises, the proportion of private brands is relatively highenterpriseEven just usePrivate brand。For example, the British Lion Group only sells its own brandproduct。This situation gives people a misunderstanding. It seems that private brandcommodityThe more the better, actually not.London Business SchoolProfessor Quelchi believes that the development of private brands does not mean that manufacturers' brands can be excluded.First, the manufacturer's brand will increaseretailerAttraction to customers. When a store lacks famous manufacturer brands,consumerWill lose interest in shopping in this store and switch to other stores;Second, use one store name to cover multiple categoriescommodity, will causebrand imageAmbiguous, many consumers will not believe that one store can provide all highqualityProducts of.
Brand decision-making
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Manufacturer brand decision-making strategy is also called producer brand and national brand. Most manufacturers create their own brands and use their own brand organizationsProduct sales。Those reputable manufacturers can also rent their famous brands to others for use and charge a certain percentage of royalties.
How to determine brand ownership
Manufacturers have three options:
1. Adopt its own manufacturer's brand (also known as national brand)
2. Sell products tomiddlemanAnd middlemen put on their own brand, which is called private brand (also calledDealer brand、Intermediary brandordistribution brand ）
3. Some use manufacturer's brands, and some use private brands.
manufacturerYou can pay for "renting" famous brands, and pay trademark and patent feesBrand name。PaidtrademarkAfter the patent fee, you can use the name or logo established in advance by other manufacturers, or the name of a well-known celebrity, or the characters created in popular movies and books.Any of the above can be provided with a ready and popular brand name for the manufacturer's products.In general, manufacturers selling children's toys, game equipment, food and other products will rent popular brands or patterns extensively.
