3 Types of Brands

1. Manufacturer Brands

• Owned by the producer of the product

Manufacturer Brands

• Multi-Product Branding

• One name for all products

• Multi-Branding

• Each product in a product line has a distinctive name

• Co-Branding

• Combines one or more brands

2. Intermediary Brands

• Carries a name developed by the whole-saler, retailer, or catalog house.

3. Generic Brands

• Represents a general product category and does not carry a company or brand name.

Developing a Brand Name

• Offer a benefit

• Be simple

• Be different and positive

• Reflect an image

• Be previously unregistered

Developing a Brand Name

• Offer a benefit

• Be simple

• Be different and positive

• Reflect an image

• Be previously unregistered