ABSTRACT
For the consumer to identify brands with their respective manufacturers, the brands must be sold with distinctive features supplied by that particular manufacturer. Some brands may be able to claim a unique selling point in their brand name, for example 2000 Flushes or Five Minute Rice. The benefits of a differentiation strategy, along with an extensive advertising campaign informing of the brand differentiation, should permit companies to set a higher price for their goods than they otherwise could have achieved or maintained. Retailers need major brands, just as major brands need retailers. Color and brands can be regarded as the modern form of heraldry, in which distinctively colored emblems pertain to a specific individual, family, or community.
