Brands introduction to Brands
A brand is a product with unique character, for instance in design or image. It is
consistent and well recognised.
The advantages of having a strong brand are:
• Inspires customer loyalty leading to repeat sales and wordof mouth recommendation
• The brand owner can usually charge higher prices, especially if the brand is the
• Retailers or service sellers want to stock top selling brands. With limited shelf space
it is more likely the top brands will be on the shelf than less wellknown brands.
Some retailers use “ownlabel” brands, where they use their name of the product
rather than the manufacturers like Tesco’s “Finest” range of meals and foodstuffs.
These tend to be cheaper than the normal brands, but will give the retailer more
profit than selling a normal brand.
Some brands are so strong that they have become global b