`Brands cost more. With own-label you get the same quality but you don`t have to pay for all the advertising.` Describe the ways in which one brand you know well can create value for manufacturer, marketing channel & consumers.

Introduction

All people have needs and aspirations . Products and services help consumers of all kinds experience satisfaction through the fulfillment of perceived needs , and the achievement of aspirations (De Chematomy and McDonald , 2003 . Everyone has to make decisions many times every day choosing between alternative offers , to meet both overt and subconscious requirements

Brands are part of society (De Chematomy and McDonald , 2003 . Product manufacturers and service providers compete to secure our endorsement and support . No other aspect of professional management has such a high public pro . Lay consumers have

strong opinions about branding though not all of them support the high expenditures which go in to making big and famous trade marks

Branding is central to 21st century marketing (Kotler and Keller 2005 this document considers principal view-points for and against brands , and relates concepts in literature with the realities of branded versus private label coffee Definitions

Though branding is hotly debated , formal definitions are hard to come by . The legal definition is not the same as the concept in Marketing (Kotler and Keller , 2005 . The term is used in common parlance with various connotations . It is therefore useful to suggest the core concept of a brand in the world of business , before considering all its implications

Branding at its roots is an integral part of the universal communication process (Kapferer , 2004 . A brand exists in the minds of consumers , and the aim of mass communications in Marketing is to create a common , memorable , and persuasive imprint on a targeted segment (Payne , 2002 . Symbolism is central to memory , so consumers make decisions to buy based on logos and names which they remember (Kotler and Keller , 2005 . Successful branding involves creating impressions which make consumers believe that their needs will be satisfied by choosing a particular impression . Brand communication has to be creative , continuous , and consistent , in to take a front-line position in customer minds . However , branding may also be unconscious natural , and even inevitable . Thus , a person or a natural object may create a powerful impression on large numbers of people , without any apparent effort

Opposition to successful brand names comes from the value for money concept (Walser , 2004 . Competition is intense in some industrial and economic sectors , and some categories of products and services are considered to be generic by nature . Various names for the same article support price differences and it is widely considered to be snobbish to pay premiums for frivolous and ethereal reasons . There are significant segments of consumers in some segments , who are actively opposed to paying indirectly for lavish mass communication campaigns and for exorbitant packaging specifications . Such people welcome opportunities to source some product and service categories without top and highly visible brand names

Vertical integration forays by tiers of the distribution chain are also responsible for local and private labels competing with international and country-wide brands (Walser , 2004 . Private labels depend on distribution support , and use this advantage to by-pass the high investment route of conventional branding . It is a...