Go to a local store that sells store brands or off-brand consumer
products. Choose any off-brand consumer product that you want to
reposition into a national brand. To qualify as a product for this
assignment, the consumer product should not be currently represented by
an advertising campaign
Thank you for the opportunity to help you with your question!
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.
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..
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).
Please let me know if you need any clarification. I'm always happy to answer your questions.
Nov 26th, 2015
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