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{{Short description|Marketing term}} |
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{{hatnote | This article discusses branding within a country. For the concept of a ''national brand'' as the branding of an entire country internationally, see [[Nation branding]].}} |
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{{Not to be confused|National (brand)}} |
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A '''national brand''' is the [[brand]] of a product that is distributed nationally under a brand name owned by a producer or distributor as opposed to local brands distributed only in some areas of a country and to [[private label]]s that carry a brand owned by the retailer rather than the producer. |
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local brands (products distributed only in some areas of the country), and |
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private label brands (products that carry the brand of the retailer rather than the producer.) |
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Marketing and [[advertising]] may give consumers the impression that a national-brand product is superior to a local or private-labeled product. Both types use an advertising tactic involving giving away promotional products. ''Entrepreneur Magazine'' explains more concisely, "physical gifts with your advertising on it such as balloons, smartphone wipes, key chains, fridge magnets, pens and notepads are always popular too."<ref>{{Cite web|url=https://www.entrepreneur.com/article/286171|title=8 Powerful Ways to Market Your Business on a Limited Budget|last=Dunn|first=Chris W.|date=2016-12-13|website=Entrepreneur|language=en|access-date=2019-06-07}}</ref> |
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National brands must compete with local and private brands.National brands are produced by ,widely distuted by, and carry the name of the manufacturer. |
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* 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" |
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* 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 [[Loblaws]], [[Walgreen]] and [[Wal-Mart]] all offer private label products. |
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On the other hand, marketing and advertising may give consumers the impression that the national brand is |
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superior to a local- or private-branded product. |
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==References== |
==References== |
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{{Reflist}} |
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* According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions / Philip Kotler, 2005 |
* According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions / Philip Kotler, 2005 |
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* Retail Price Cutting and Its Control by Manufacturers / Albert Haring, 1976 |
* Retail Price Cutting and Its Control by Manufacturers / Albert Haring, 1976 |
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* National Brand and Store Brand Price Competition: Who Hurts Whom? / Raj Sethuraman, 1995 |
* National Brand and Store Brand Price Competition: Who Hurts Whom? / Raj Sethuraman, 1995 |
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* Dunn, Chris W. (2016-12-13). "[https://www.entrepreneur.com/article/286171 8 Powerful Ways to Market Your Business on a Limited Budget]". Entrepreneur. Retrieved 2019-06-07. |
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[[Category:Branding terminology]] |
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[[Category:Brand management]] |
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[[Category:Brands by country]] |
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[[Category:Types of branding]] |
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Latest revision as of 12:02, 12 August 2023
A national brand is the brand of a product that is distributed nationally under a brand name owned by a producer or distributor as opposed to local brands distributed only in some areas of a country and to private labels that carry a brand owned by the retailer rather than the producer.
Marketing and advertising may give consumers the impression that a national-brand product is superior to a local or private-labeled product. Both types use an advertising tactic involving giving away promotional products. Entrepreneur Magazine explains more concisely, "physical gifts with your advertising on it such as balloons, smartphone wipes, key chains, fridge magnets, pens and notepads are always popular too."[1]
References
[edit]- ^ Dunn, Chris W. (2016-12-13). "8 Powerful Ways to Market Your Business on a Limited Budget". Entrepreneur. Retrieved 2019-06-07.
- According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions / Philip Kotler, 2005
- Retail Price Cutting and Its Control by Manufacturers / Albert Haring, 1976
- National Brand and Store Brand Price Competition: Who Hurts Whom? / Raj Sethuraman, 1995
- Dunn, Chris W. (2016-12-13). "8 Powerful Ways to Market Your Business on a Limited Budget". Entrepreneur. Retrieved 2019-06-07.
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