小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap009.pptVIP

Summary Overview In addition to the type of brand, the brand’s creation and ownership are also part of the overall product strategy. Key Issues ? Manufacturer brands are brands created by producers. Manufacturer brands are sometimes called national brands because of their wide appeal. ? Dealer brands are also called private brands. Intermediaries, such as wholesalers and retailers, create these brands. ? The “battle of the brands” is a competition between manufacturer and dealer brands. Many retailers have expanded the lines of products sold under their store brands, while reducing t