Title: Explain the use of national brand and private-label brand names in marketing.
Course: Marketing Management (12166) > Section: Exploring Concepts of Branding

Explanation should include the concept that a national brand is the branded product of a manufacturer, whereas a private-label brand is the branded product manufacturers sell to specific wholesalers and retailers. National brands are used to attract customers, whereas private brands are used to boost profit and build customer loyalty.

Process/Skill Questions:

- What are the similarities and differences between national brands and private-label brands?
- Why are national brands used?
- Why are private-label brands becoming progressively more popular?
- How are national brands competing with private labels?