Comparative Analysis of Marketing Strategies for Manufacturers' and Retailers' Brands

Manufacturers and retailers have chosen varied brand portfolio structures for business performance. This study surveys consumer attitudes toward manufacturers’ brands and retailers’ store brands chosen from Taiwan retailing outlets. Research findings indicate that manufacturers’ brands intensify high quality and high price strategies, pursue appropriate promotion activities, and develop brand equity helpfully to the purchase intention of consumers. Without a careful evaluation process, a brand endorsing strategy is disadvantageous to manufacturers. Another aspect, low prices, promotion activities, brand endorsed strategies, and increasing store images positively support to the brand equity and consumer purchase intentions of retailer store brands.