What are the benefits of retailer owned brands?

What are the benefits of retailer owned brands?

1. Provide the retailer with higher margins than manufacturers' brands

2. They receive preferential shelf-space and strong in-store promotion

3. Provide quality products at low prices for consumers

What is the country-of-origin effect? What factors influence consumer perceptions?

What is the country-of-origin effect? What factors influence consumer perceptions?

It refers to the influence the country of manufacture can have on a consumer's positive or negative perception of a product.

1. Stereotypes about specific countries and product categories

2. Ethnocentrism

3.Manufacturing country's economy

4. Fads surrounding products

How does a firm benefit from the characteristics of a brand?

How does a firm benefit from the characteristics of a brand?

1. Helps to identify goods of a seller or group of sellers

2. Differentiate one's goods from those of competitors

3. Convey a firm's marketing strategy and positioning to the markets

What impact can a corporate brand have?

What impact can a corporate brand have?

1. Reduce cost

2. Give customers a sense of community

3. Provide a seal of approval

4. Create common ground