ADMS 2200 Lecture Notes - Lecture 3: Radio-Frequency Identification, Brand Loyalty, Brand Equity

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

Document Summary

Brands can be classified in several ways: private, manufacturer"s or national, family, 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. A manufacturer"s brand, or national brand, refers to a brand name owned by a manufacturer or other producer. Private brands are the brands offered by wholesalers or retailers ex kirkland by costco. Captive brands are national products that are sold exclusively by a retail chain. 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. ex: cascade or tide (owned by p&g) Brand equity refers to the added value that a certain brand name gives to a product in the marketplace.