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When any brand recognize is clearly linked with the manufacturer of the product, it is. known as a national brand, marketers usually choose this option when the firm has a strong, & positive image. But some consumer products, especially if they are not well-differentiated in the marketplace, benefit by being associated with the store where they are sold. For example, major medical store chains routinely offer their own private-label brands of staple products like pain relievers and skin cream.
Off-branded product (for example: xyz beauty cream) or local manufactured product follow strategy to link two existing brand names to create identity for a new product. There are three variations of this approach. Ingredient branding is when one product is integral to the other, like a coffee brand blended with a well-known liquor. Cooperative branding involves two or more brands sharing a promotion..
Regardless of which branding strategy we select, marketers often want trademark protection of their new off brand product(for example: xyz beauty cream). This gives them exclusive rights to the brand name, symbol and design, enforced by law and involving penalties for unauthorized use. To obtain a trademark, the organization must file an application with the U.S. Patent and Trademark Office and follow specific guidelines. But the alternative is to risk a competitor copying some aspect of the brand identity and benefiting unfairly from the original firm's investment(Amy,2012).
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