Can be increased when licensing royalties can be gained. Corporate Name A firms name logo and trade characters. Allegheny Airlines change to US Air due to expansion in geographic markets. Boston Chicken vs. Boston Market Geographic names not as popular as they used to be compared to surnames, descriptive names and coined names. Requires the producer to be involved in distribution, promotion, and to some extent, pricing.
Brand loyalty is encouraged by quality, promotion and guarantees.
Initiated and owned by the resellers. Manufacturers not identified in the product. Helps retailers develop more efficient promotion, generate higher margins and increase store image. IGA Retailers brands Sears Kenmore, JC Penney's Stafford Executive. Work with retailers to design fashions.