manufacturer brand's decision-making strategy is also called producer brand and national brand. Most manufacturers create their own brands and use them to organize product sales. Those prestigious manufacturers can also lease their famous brands to others for use and charge a certain percentage of royalties.
Ways to determine brand ownership
Manufacturers have three choices:
1. Adopt their own manufacturer brand (also known as national brands)
2. Sell products to middlemen, and middlemen put on their own brands, which is called private brands (also known as dealer brands, middlemen brands or distributor brands)
3. Use some manufacturer brand and some private brands.
manufacturers can pay to "rent" famous brands, that is, pay trademark patent fees to buy brand names. After paying the trademark patent fee, you can use the names or logos established in advance by other manufacturers, or the names of well-known celebrities, or the characters created in popular movies and books. Any of the above can provide a ready-made and popular brand name for the manufacturer's products. Generally speaking, manufacturers selling children's toys, game equipment, food and other products will rent popular brands or patterns more widely.
Some brands that we are familiar with, such as Coca-Cola, Kodak and IBM, are all from manufacturer brand. Although many IT companies outsource the production of product parts and even all manufacturing activities, these companies are still the owners of the brand and are responsible for the management of the brand.
manufacturer brand has always been the leading role in the industrial and commercial arena. Most manufacturers create their own brands. In addition, some prestigious manufacturers lease their famous trademarks to others for use and charge a certain royalty (because registered trademarks are also an industrial property right).
reference link: manufacturer brand _ Baidu encyclopedia
/view/555777.htm.