| gen. |
народная марка (a product with a particular brand name that is available all over the country, rather than just in one area: "Unlike national brands, which must include the cost of advertising and promotion in their prices, store brands can virtually eliminate marketing cost and keep prices low. CBED. In most supermarkets, national brands have to compete for shelf space with retailer's own brands. OBED Alexander Demidov); продукция ведущего производителя (The brand name of a product that is distributed nationally under a brand name owned by the producer or distributor, as opposed to local brands (products distributed only in some areas of the country), and private label brands (products that carry the brand of the retailer rather than the producer.) National brands must compete with local and private brands. National brands are produced by, widely distributed by, and carry the name of the manufacturer. Local brands may appeal to those consumers who favor small, local producers over large national or global producers, and may be willing to pay a premium to "buy local" The private label producer can offer lower prices because they avoid the cost of marketing and advertising to create and protect the brand. In North America, large retailers such as Loblaws, Walgreens and Wal-Mart all offer private label products. On the other hand, marketing and advertising may give consumers the impression that the national brand is superior to a local- or private-branded product. WK Alexander Demidov) |
