problem1. What do you understand by the term brand? How do brands diverge from own-label or generic products?

problem2. What are the chief merits and demerits for a brand-name manufacturer developing its own retail chain?

problem3. How do retailers use brand names to enhance the bottom line?

problem4. What are the chief components of brand building? How might they be applied to the development of a home brand?

problem5. ‘Today the power is with the retailer not the manufacturer.’ describe this statement with reference to the negotiations that might take place between national retailers and major brand names.

problem6. What do you understand by the word umbrella brand? What are the implications for both retailers and manufacturers? Provide exs.

problem7. How do retailers put up their own corporate brand names?

problem8. ‘The essence of a brand name is trust.’ Describe this perspective with reference to a retail sector of your choice.