Compare and Contrast the Four Brand Sponsorship Options Available to a Manufacturer and Give an Example of Each

Assignment 3

Topic 1

Compare and contrast the four brand sponsorship options available to a manufacturer and give an example of each.

The four options that a brand manager has for sponsoring there brand are,

Manufacturer's brand.

Private brand.

Licensed brand.

Co-brand.

Manufacturer's brand.

The brand owned by manufacturer and promoted either directly or indirectly. A product can be launched as a manufacturer brand when ford our Cadbury market and sell their product under their own brand names (Ford Focus our Cadbury Cream Egg).

Private Brand.

Also known as a store brand, is when a retailer/wholesaler produce their own version of a branded good, (EG, a supermarket chain producing their own version of coca cola.)

Licensed brand.

“Licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product.” Wikipedia. Walt Disney is the number 1 global licensing brand in the world with sales over $40 billon. Company’s use Walt Disney popular and successful movies to make toys, clothes and games based on there movies. This provides these companies with an instant and proven brand name.

Co-brand.

The practice of using the established brand names of two different companies on the same product. Co-branding proves to be very successful its offer many advantage for both companies involved. Each brand can