ABSTRACT

With the exception of a few generic products such as some pharmaceuticals, paper products or ironmongery, most products are these days branded to create an image and differentiation, enabling customers to readily identify their desired products and to compete against rival products and services. There are (a) manufacturer brands such as Heinz, IBM or JCB, (b) retailer brands including Boots’ No. 7, Saisho in Dixons, Tesco Finest, or simply lines carrying the retailer’s trading name, such as Sainsbury-labelled products, and (c) generic brands, for example paracetamol, rather than Panadol or Anadin. Irrespective of the type of brand, the brand should ‘say’ something positive and relevant to the targeted customer and strive to be distinctive. Many shoppers have their favourite brands, and many observers believe that branding therefore makes shoppers more efficient: they seek only these favourites in the shops and distributors rather than ‘clogging up’ the aisles in lengthy deliberation.