Respuesta :
Sears' craftsman tools and Kenmore appliances are examples of private branding strategy.
Customers rely on brand names to distinguish products among the massive number from which they have to choose. In essence, consumers use brand names to help them make a product choice. National brands are products that are sold almost everywhere-Ragu spaghetti sauce, Arrow shirts, Le vi jeans, Fo rd Mustangs, and the list goes on. National brands dominate the product selections at most retail stores, creating a same ness at stores that all sell identical brands.
An increasing number of retailers are creating their own private brands (or store brands). For example, Sears sells Craftsman tools, Kenmore appliances, and Diehard batteries-all are private brands that are available only at Sears. Private brands belong to the store and can be found on products sold exclusively at that store.
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