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Types of Roles of Brands

- Role of Aggregating People

- Strategic Role

- Tactical Role

How do They help in

aggregating people??

Tising a

Marketing channels

• Set of Independent organizations participating in the process of making

a product available for use or consumption

Hybrid channels

A single firm sets up two or more marketing channels to reach one or more customer segments

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A system of partnerships and alliances that a firm creates to source,augment and deliver its offerings

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Role of Retailers today

• Adapting a relation based approach to marketing

• Creating store – brand awareness and differentiation

• Promoting profitable private label lines across a wide range of product categories

• Building store loyalty

Retailers arguments about disaggregation

They argue that it favours them and that they have great credibility in assembling an assortment of brands that makes sense for the customer.

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To understand the changes the managers must recognise

• Relationship building entity and mechanism

• Targeted communications

• Obtaining expertise in new product

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