MGMT 105 Chapter Notes - Chapter 10: H&R Block, Dell, Weight Watchers
12 Jul 2018
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The term brand equity refers to the value of company and brand names. The term global brand refers to a brand that obtains at least a third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data. Brand loyalty , a consistent preference for one brand over all others, is quite high in some product categories. A private brand , also known as a private label or store brand, is a brand name owned by a wholesaler or a retailer. Captive brand is a brand that carries no evidence of a retailer"s affiliation, is manufactured by a third party, and is sold exclusively at the retailer. Many companies use different brand names for different products, a practice referred to as individual branding. Cobranding entails placing two or more brand names on a product or its package.
