5 private or middlemans brand under this arrangement

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5. Private or Middleman’s Brand: under this arrangement manufacturer introduces his products under the distributors brand mane. In India this practice is popular in the woolen, hostery, sports goods etc. The manufacturer merely produces goods as per the specifications and requirements of distributors and he need not worry about marketing. middlemen enjoy more freedom in pricing products sold under their own brands. They have more control over distribution. CONDITIONS FAVOURABLE TO BRANDING The following conditions, if satisfied, will lead to successful branding: 1. The demand for the general product class should be large and strong enough to support a profitable marketing plan, involving additional promotion cost. 2. The product should be easily identifiable by a brand and lend itself easily to conspicuous marking. 3. The brand must carry through to the ultimate consumer, 4. There must be economics of large scale production whenever additional production is undertaken as a result of expanding sales volume. 5. The quality of the product should be the best and it should be easily maintained. 6. There must be a consistent and widespread supply of the product. ESSENTIALS OF A GOOD BRAND A brand to be an effective weapon in the hands of manufacturer or seller for the creation of consumers preference or “product differentiation” must possess the following essential qualities. Firstly, it should be simple, short and easy to memorise Secondly, it should be easy to recognize and recall. Thirdly, it should be distinctive and attractive to the eyes and pleasing to ears. Fourthly, it should be easy and economical to reproduce. Fifthly, it should be easy and economical to reproduce. Sixthly, it should be effectively illustrative. Finally, its owner should be able to protect the brand or trade mark in the law court. ADVANTAGES OF BRANDING OF TRADE MARK The practice of selling goods under a brand name or trade mark brings advantages to manufacturers, whole - salers, retailers and consumers alike. More important of these advantages are discussed here: (b) ADVANTAGES TO MANUFACTURERS 1. Distribution of the product in a wider market with the help of effective advertising is made possible. Annamalai University
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99 2. The individuality of a product is established. This helps the manufacturer to distinguish his product from those of his competitors. Thus a fixed demand and preference for the branded product are created. 3. Advertising costs are reduced. Once the brand has been made popular retailers are forced to keep the product in their stock because of its popularity. 4. Wholesalers and retailers have preference for branded products because they can be hold easily. 5. After some time, it is possible for the manufacturer to dispense with the services of the wholesaler. In such a case manufacturer reduces the expenses in distribution of goods.
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