National brand
Encyclopedia
The brand
name of a product that is distributed nationally under a brand name owned by the producer or distributor, as opposed to
local brands (products distributed only in some areas of the country), and
private label brands (products that carry the brand of the retailer rather than the producer.)
National brands must compete with local and private brands. National brands are produced by, widely distuted by, and carry the name of the manufacturer.
On the other hand, marketing and advertising may give consumers the impression that the national brand is superior to a local- or private-branded product.
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
name of a product that is distributed nationally under a brand name owned by the producer or distributor, as opposed to
local brands (products distributed only in some areas of the country), and
private label brands (products that carry the brand of the retailer rather than the producer.)
National brands must compete with local and private brands. National brands are produced by, widely distuted by, and carry the name of the manufacturer.
- Local brands may appeal to those consumers who favor small, local producers over large national or global producers, and may be willing to pay a premium to "buy local"
- The private label producer can offer lower prices because they avoid the cost of marketing and advertising to create and protect the brand. In North America, large retailers such as LoblawsLoblawsLoblaws is a supermarket chain with over 70 stores in Canada, headquartered in Brampton, with stores across Ontario and Quebec. Loblaws is a division of Loblaw Companies Limited, Canada's largest food distributor...
, WalgreenWalgreenWalgreen is the anglicised form of Wahlgren, and may refer to:* Charles Rudolph Walgreen* Charles Rudolph Walgreen, Jr.* The Walgreens, aka The Walgreen Company ** Walgreens Health Services , a business unit of Walgreens...
and Wal-MartWal-MartWal-Mart Stores, Inc. , branded as Walmart since 2008 and Wal-Mart before then, is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The company is the world's 18th largest public corporation, according to the Forbes Global 2000...
all offer private label products.
On the other hand, marketing and advertising may give consumers the impression that the national brand is superior to a local- or private-branded product.