1. 3 Types of Brands
1. Manufacturer Brands
• Owned by the producer of
the product

2. 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

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

4. 3. Generic Brands
• Represents a general product category and does not
carry a company or brand name.

5. Developing a Brand Name
•
•
•
•
•
Offer a benefit
Be simple
Be different and positive
Reflect an image
Be previously unregistered

6. Developing a Brand Name
•
•
•
•
•
Offer a benefit
Be simple
Be different and positive
Reflect an image
Be previously unregistered