RMG 200 Chapter Notes -Private Label, Store Brand, Brand Equity

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Brent Barr

Document Summary

Manufacturer brands: (aka national brands) a line of products designed, produced, and marketed by a vendor and sold to many different retailers. The manufacturer is responsible for developing he merchandise and establishing an image for the brand. Buying from vendors of manufacturer brands can help store image, traffic flow, ad selling/ promotional. Some retailers organize some of their categories around their most important national brands expenses. Retailers buy from vendors of manufacturer brands because they have a customer following people go into the store and ask for them by name. Manufacturers devote considerable resources to creating demand for their products. Manufacturer brands typically have lower realized gross margins than private label brands due to the manufacturer assuming the cost of promoting the brand and increased competition among retailers selling these brands. Stocking national brands may increase or decrease store loyalty.