Brand policies and strategies adapted by the manufactures:
Marketing under the own brand of manufacturer: under the policies and strategies the manufacturer sales all his products under the brand name of his own. He chooses a brand name for all his products. There are various policies under his category and the producers may select any of them. Main policies under this category are:
a. Individual brand
b. Family brand
c. Product line brand
d. Local brand
e. Provincial or state line brand
f. National brand
g. International brand
h. Fighting brand
i. Regional b rand
j. Competitive brand
This policy and strategy is useful in the following cases:
a. It increase the goodwill of the manufacturer
b. It facilitates in the implementation of advertising and in the sales promotion programmes of the enterprise
c. It brings stability in the prices of the products
d. It helps in controlling activities of the enterprise
e. It helps in adapting situation policy regarding product mix of the enterprise.
The main disadvantage of this policy is that middleman does not find any existence of their own.
Marketing under the brand of middleman: under this policy and strategy, the manufacturer does not use any brand name for his products. He sells his products to the middlemen without any brand name. Here, middlemen are free to use any brand name selected by them for the products purchased by them. Main advantages of this policy are:
a. The manufactures do not concentrate on the marketing of goods;
b. Manufacturer simply concentrated on producing the best quality goods at reasonable cost.
Main disadvantages of this policy are:
a. Manufactures depend on the marketing policies and programme adapted by the middlemen.
b. The middleman may purchase goods from the other manufacturer, if they agree to sell their products at cheaper rates. It unnecessary creates competition among the manufactures;
c. If the middleman do not take interest in marketing the products or are not efficient, it will leave the producer in a very critical situation.