COMMERCE 2MA3 Lecture Notes - Product Liability, Canadian Food Inspection Agency, Test Market
8 Dec 2013
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Document Summary
Brand name, term, sign, symbol, design or some combination that identifies the products of one firm while differentiating them from the competitions. Brand recognition consumer awareness and identification of a brand, the firm"s first objective for newly introduced products. Brand preference when buyer"s rely on previous experience with product while making a product choice. Brand insistence ultimate stage of brand loyalty when consumers refuse alternatives and extensive search for desired merchandise. Generic products products characterized by plain labels, no advertising and the absence of brand names. Manufacturer"s brand brand name owned by a manufacturer or other producer, producers are using their name. Private brands brand offered by a wholesaler retailer, retailer use their own name. Captive brands national brands that are sold exclusively by a retail chain, exclusive products in a chain outlet. Family brands single brand name that identifies several related products, e. g. johnson and johnson (baby products)
