What is the brand? 브랜드란?

소개글

경영, 마케팅의 브랜드란 무엇인가에 대한 영문 레포트 및 해석문.

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본문내용

A brand is a word, phrase, symbol, of combination of these that identifies a specific make of product or class of products. Producers do not want you to buy a soap of a detergent to wash dishes. They advertise their own brand name, such as Cascade, All, Electrasol, or Calgonite. Companies spend large sums to promote their brand names. Procter & Gamble is the leading television advertiser, and it advertises its brands rather than the company. In fact, its brands often compete with one another. Brand names can become symbols of quality, and this can attract buyers and lead to repeat purchases.

Manufacturers versus private brands
The brand name is usually the principal method by which the consumer identifies a product. When shopping for a breakfast cereal, a person may look for Cheerios, Total, or Wheaties. This brand identification helps consumers cope with the many brands on the shelves.
In addition to manufacturers brands (such as Ford or GE), there are private brands, such as Ann Page (A&P), Hyde-park (Malone & Hyde), Riverside(Montgomery Ward), and Kenmore (Sears). Private-brand products are often made by the same companies that make the manufacturers brands. But private brands are owned by stores or retailers rather than manufacturers.

참고 자료

Business : contemporary
concepts and practices