National brands are distributed throughout the country and may also be sold internationally. They require a large marketing budget and rely on their reputation to gain market share. Some started as small regional brands, while others prefer to stay regional and support the local economy.
A national brand is a brand that is distributed throughout the country, not just in a small region. Some national brands are also sold on an international scale, in addition to being widely available in their home countries. This is in contrast to private label brands and regional or local brands, which are only available from certain retailers and sold only in certain regions. Marketing a national brand requires a large budget, which is usually only available to very large companies.
The owner of a national brand can be a manufacturer or distributor. In both cases, the brand is marketed throughout the country with print, radio and television advertising. Ads can also be customized for local markets, and national brands often pay for things like product placement to familiarize audience members with their brand. Some national brands are positioned so highly that they become the default name people look for when looking for a specific product.
Companies that sell national brands rely on the reputation of their brands to gain market share. Depending on the product and company, the company may try to position its brand as the cheapest in its class or the highest quality available. Advertising focus areas are determined with the aid of surveys to find out what people are looking for so the national brand can be targeted to the desired demographics.
National brands can appeal to consumers drawn to brand names. Consumers often look for the familiar, and national brands are easy to identify thanks to the fact that they saturate the market so thoroughly. National brands may be wary of regional brands or private labels to convince consumers to buy them, encouraging people to question, for example, the quality of “generic” or store brand products.
Most national brands started out as small regional brands that grew slowly over time. New companies that market new products are constantly being established and some of these companies capture a corner of the market and expand into a wider area, becoming national brands. Other local or regional businesses prefer to stay regional, marketing themselves as local businesses and encouraging people to buy their products to support the local economy and keep their money local. These brands are contrasted with the national brand, arguing that they contribute more to the community.
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