COMM 101 Chapter Notes - Chapter 14: Price Skimming, Generic Brand, Maple Leaf Foods
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Four types of brands: master brand, manufacturer brand, dealer brand, and generic brand: master brand - a brand that is so dominant that customers think of it immediately when a product category is mentioned (ex. Kleenex tissue: manufacturer brand (also known as national brands) - a brand that is owned by a national regional manufacturer; the products are widely distributed (ex. Maple leaf foods: dealer brand - a brand that is owned by the wholesaler or retailer rather than the manufacturer (ex. President"s choice: generic brand - a brand that carries no specific name associated with a manufacturer, retailer, or wholesaler, and usually comes in plain containers and sells for less than brand name products. Classifying consumer products: consumer non-durables - consumer products that get used up (ex. Lay"s potato chips: consumer durables - those that last for a long time (ex.
