National Brand

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National Brand

A brand name sold all over a country rather than in a certain area. A national brand may be lower in price than a local brand because it is able to utilize economies of scale. A national brand may give the impression (whether accurate or not) of higher quality.
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Store brand infant formulas can save parents money as they may cost up to 50% less than national brands.
NEW YORK -- Based on Nielsen's latest sales and market share statistics, store brands are gaining market share against the big national brands in America's fastest-growing retail channels, according to the Private Label Manufacturers Association (PLMA).
Therefore, it is vital that private label selections are high-quality and innovative, especially if they are going to stand apart from the national brands, Saillant notes.
In unit sales, both store brands and national brands were off fractionally, less than a half percentage point each.
In fact, more than 50 percent of shoppers said they now consider private label products in many food categories equal in quality to national brands and purchase those items simply because they like them more, rather than because they are less expensive.
Today, there is more differentiation between some store brands and the most applicable national brands.
One of the key considerations for getting licensed merchandise onto the shelf is the degree to which it's competing with private label goods--not to mention national brands.
Buying store brands comes with slightly different expectations than buying national brands.
Then the economy got even worse, and many just assumed that shoppers were switching from national brands to store brands to save money.
DO CONSUMERS REALLY KNOW THE DIFFERENCE between national brands, independently owned and distributed at different stores, and private brands, which are only available at one retailer?
The experience of countries with successful national brands suggests that there is a 'best practice' way to decide on the relevance of national branding (or re-branding).
A report compiled by the Grocery Manufacturers of America (CMA) and Roper Starch Worldwide concludes that despite the number of private label products found in the market, national brands dominate 80% of total food, drug and mass merchandise sales.
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