1. Manufacturer brand:

Meaning: Manufacturers use their own brands, also called producer brands

For example: Haier, Midea, Lenovo, Apple ……

2. Intermediary brand:

Meaning: The manufacturer sells its brand to the intermediary, and then the intermediary uses its own brand to package and resell the product. In other words, A private label developed and used by a wholesaler or retailer.

For example: Supermarket Fa, Wushang Huishang, Sanfu, Suning, Gome...

The conditions for middlemen to develop their own brands: The scale is small and the economies of scale have not been achieved, so it is difficult to Reflect the advantages of intermediary brands. Retailers have entered the production field and become the main body of marketing activities, which requires higher management capabilities, public relations capabilities, and market grasping capabilities. It is difficult to select the right producer, and the process of developing a brand requires mature operations and operating procedures. A set of scientific procedures for selecting, testing, and evaluating suppliers and products is needed. Affected by customers' preconceived notions, middlemen are required to invest more in the research and development and design of their own products. Necessary private label property rights mechanism. The construction of private brands is difficult to achieve benefits in the short term, but requires the knowledge and efforts of several generations of leaders.

The value of intermediary brand strategy:

1. It is helpful for commercial enterprises to implement differentiated competition strategies, win the market and win customers with distinctive operations.

2. It is helpful for commercial enterprises to establish market competitive advantages.

3. It is helpful for commercial enterprises to gain the initiative in market operations and increase profits.

4. It is conducive to the development of chain operations by commercial enterprises.

5. For consumers, private label products are very attractive.

6. For suppliers, it is also of great significance for middlemen to develop their own brands.

Advantages of intermediary brands: autonomy in commercial competition, initiative in price setting, counter advantages, participation in processing and manufacturing profits

3. Mixed brands: meaning: used for some products Manufacturer's brand, some products use middlemen or other manufacturers' brands.

Case: Youzhiyou and Mengniu

There are three ways to adopt mixed brands:

(1) Producers use their own brands on some products , some products use intermediate product brands. In this way, the characteristics of the enterprise can be maintained while expanding sales.

(2) In order to enter new markets, enterprises use the brands of intermediaries, and then use their own manufacturing brands after gaining a certain market position.

(3) Use of two brands together

4. Virtual brand: Overseas enterprises use the brand name specified by the buyer on their own brand according to the requirements of the foreign buyer. Manufacturers pay a certain fee to obtain the right to use other manufacturers' trademarks through a license.

I collected and summarized it myself. If you don’t like it, don’t comment, I just want to earn some points