ADMS 2200 Chapter Notes - Chapter 10: Radio-Frequency Identification, Brand Loyalty, Brand Equity

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: A L L

Document Summary

Different types of brands: brands can be classified in several ways: private, manufacturer"s or national, family, captive, and individual brands. Some firms make no effort at branding; selling generic products that are characterized by plain labels, little or no advertising, and no brand names. Manufacturers" brands versus private brands: a manufacturer"s brand manufacturer or other producer. , or national brand, refers to a brand name owned by a are the brands offered by wholesalers or retailers. Captive brands: captive brands are national products that are sold exclusively by a retail chain. Family and individual brands: a family brand is a single brand name that identifies several related products, an individual brand is not promoted under the company or other umbrella name, but instead is given its own unique name. Brand equity refers to the added value that a certain brand name gives to a product in the marketplace.