What are the Two Basic Types of Brand Ownership Strategies?

In the vast universe of branding and marketing, understanding brand ownership strategies is crucial for any business aiming to make its mark.

Broadly, brand ownership strategies can be categorized into two primary types: Manufacturer Brands (or National Brands) and Private Label Brands (or Store Brands).

This article delves deep into these two central types and their distinct characteristics, advantages, and disadvantages.

Manufacturer Brands (National Brands)

Definition and Characteristics

Manufacturer brands, often referred to as national brands, are owned and managed by producers or manufacturers.

They sell their products under their brand name across various retailers and distribution channels. Some iconic examples include Apple, Nike, and Coca-Cola.

• Uniformity: These brands maintain consistency in quality, packaging, and appearance across all retail outlets.
• Wide Distribution: They are available in multiple stores, not restricted to one specific retailer.
• High Advertising & Marketing: Significant investment goes into advertising and promoting these brands to build a strong consumer relationship.

Advantages

1. Brand Recognition: High advertising and promotional activities help in building robust brand recognition among consumers.
2. Customer Loyalty: Due to consistent quality and wide availability, consumers develop a sense of loyalty to these brands.
3. Pricing Power: Strong brand equity allows these brands to command premium pricing in the market.

Disadvantages

1. High Competition: National brands face stiff competition from other manufacturers and sometimes even from store brands.
2. Increased Marketing Expenses: To maintain their market position, these brands often have to invest heavily in marketing and R&D.

Private Label Brands (Store Brands)

Definition and Characteristics

Private label brands, also known as store brands, retailer brands, or own brands, are owned by a retailer and sold exclusively in their stores.

Retailers get products from manufacturers and sell them under their brand name. Examples include Amazon’s AmazonBasics or Target’s Up&Up.

• Exclusivity: These products are only available at the specific retailer that owns the brand.
• Pricing Strategy: Generally, private labels are priced lower than national brands, offering a perception of value.
• Tailored to Customer Base: Retailers can customize products based on their customer’s preferences and feedback.

Advantages

1. Higher Profit Margins: Since there’s no middleman, retailers enjoy higher margins on private label products.
2. Control Over Production: Retailers have a say in the production process, ensuring that the products align with their quality standards and customer expectations.
3. Unique Selling Proposition (USP): Retailers can offer something different from what’s available in the market, giving them a competitive edge.

Disadvantages

1. Limited Distribution: These products are restricted to the store or chain that owns the brand, limiting their reach.
2. Risk of Quality Perception: If not managed correctly, consumers might perceive private labels as lower quality compared to national brands.
3. Dependence on Single Retailer: If the retailer’s business faces challenges, it directly impacts the private label brand.

Making the Right Choice for Your Business

Understanding Your Market

Before deciding on an ownership strategy, businesses must analyze their target market. If your audience values quality and brand recognition, a manufacturer brand approach might be more suitable.

However, if they are price-sensitive and are looking for value, considering a private label strategy might be the way to go.

Assessing Resources and Capabilities

National brands demand significant resources for marketing, R&D, and distribution. If you have the capital, it might be worth the investment.

On the other hand, store brands require strong relationships with manufacturers and a deep understanding of the customer base.

Flexibility and Long-Term Vision

While national brands offer broader reach and recognition, store brands give retailers more flexibility in terms of product customization and pricing.

It’s essential to align the chosen strategy with the company’s long-term vision and objectives.

Conclusion

Choosing between manufacturer brands and private label brands is a strategic decision that can shape a company’s future. Each has its advantages and disadvantages.

The key lies in understanding the business model, resources, market, and vision to select the path that aligns best with the company’s goals.

In the evolving landscape of branding, staying informed and adaptable will always remain paramount.