{"id":2125,"date":"2018-03-27T22:58:30","date_gmt":"2018-03-27T22:58:30","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/?post_type=chapter&#038;p=2125"},"modified":"2026-03-23T22:52:46","modified_gmt":"2026-03-23T22:52:46","slug":"brand-selection-possibilities","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/chapter\/brand-selection-possibilities\/","title":{"raw":"Brand Selection","rendered":"Brand Selection"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning OUTCOME<\/h3>\r\n<ul>\r\n \t<li>List some of the brand selection possibilities and their benefits.<\/li>\r\n<\/ul>\r\n<\/div>\r\nBrand selection is an important part of any retail merchandise mix. The importance of a brand to a retailer depends of course on the category of retailer and its market niche, among other things. According to the National Retail Federation, the largest categories of the US retail market are:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\">Food (Kroger, Safeway, Publix)<\/li>\r\n \t<li style=\"font-weight: 400;\">Electronics (Amazon, Best Buy, Apple)<\/li>\r\n \t<li style=\"font-weight: 400;\">Home Improvement (Home Depot, Lowe\u2019s, Amazon)<\/li>\r\n \t<li style=\"font-weight: 400;\">Variety\/Drug (Walgreen, Rite Aid, CVS)<\/li>\r\n \t<li style=\"font-weight: 400;\">Apparel (Macy\u2019s, JC Penney, Kohl\u2019s, Nordstrom)<\/li>\r\n<\/ul>\r\nYou can visit this webpage to view a full list of the\u00a0<a href=\"https:\/\/nrf.com\/research-insights\/top-retailers\/top-100-retailers\" target=\"_blank\" rel=\"noopener\">National Retail Federation's Top 100 Retailers.<\/a>\r\n\r\nFor these retail categories, some of the most popular brands come to mind:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\">Food (PepsiCo, Coca-Cola, Nestle, Kraft, Betty Crocker, Kellogg\u2019s)<\/li>\r\n \t<li style=\"font-weight: 400;\">Electronics (Apple, HP, Samsung, Microsoft)<\/li>\r\n \t<li style=\"font-weight: 400;\">Home Improvement (Craftsman, Kohler, Stanley, Rubbermaid)<\/li>\r\n \t<li style=\"font-weight: 400;\">Variety\/Drug (Johnson &amp; Johnson, Gillette, Cover Girl)<\/li>\r\n \t<li style=\"font-weight: 400;\">Apparel (Nike, Levi\u2019s, Victoria\u2019s Secret, Burberry)<\/li>\r\n<\/ul>\r\nHow does a retailer decide which brands are the right ones for their particular business? Brands can be used by retailers to enhance their business in several ways. First, some brands can grant exclusive distribution rights in certain markets to give a retailer enhanced prestige and a lack of competition for that particular product line (you won\u2019t find Prada shoes in Wal-Mart).\r\n\r\nSecondly, brands in an assortment create credibility for a retailer. For the majority of retailers, brands share space in the assortment with the \u201cstore label\u201d or \u201cprivate label\u201d. \u00a0Brands will usually be priced higher than the private label, creating a sense of value for the store brand. The GAP founded their business on carrying Levi\u2019s jeans along with GAP brand jeans at much lower price-points. You will find Advil carried at CVS, along with lower-priced \u201cCVS Ibuprofen\u201d.\r\n\r\nThird, brands offer a variety of other benefits to retailers. Product design, manufacture and transportation are all usually taken care of by the branded supplier, giving the retailer less to worry about. Branded vendors often will run advertising and promotions in-season that offer participation options for the retailers carrying the brand. Also, branded vendors will sometimes offer end-of-season special buys to retailers, off-loading extra inventory at reduced costs to beef up a retailer\u2019s bottom line. Finally, retailers can work with their branded suppliers to request markdown allowances and even return merchandise that is not selling as promised.\r\n<div class=\"textbox tryit\">\r\n<h3>Practice Questions<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/17292012-312d-474b-8c88-01982f3f3edb\r\n\r\n<\/div>","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning OUTCOME<\/h3>\n<ul>\n<li>List some of the brand selection possibilities and their benefits.<\/li>\n<\/ul>\n<\/div>\n<p>Brand selection is an important part of any retail merchandise mix. The importance of a brand to a retailer depends of course on the category of retailer and its market niche, among other things. According to the National Retail Federation, the largest categories of the US retail market are:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Food (Kroger, Safeway, Publix)<\/li>\n<li style=\"font-weight: 400;\">Electronics (Amazon, Best Buy, Apple)<\/li>\n<li style=\"font-weight: 400;\">Home Improvement (Home Depot, Lowe\u2019s, Amazon)<\/li>\n<li style=\"font-weight: 400;\">Variety\/Drug (Walgreen, Rite Aid, CVS)<\/li>\n<li style=\"font-weight: 400;\">Apparel (Macy\u2019s, JC Penney, Kohl\u2019s, Nordstrom)<\/li>\n<\/ul>\n<p>You can visit this webpage to view a full list of the\u00a0<a href=\"https:\/\/nrf.com\/research-insights\/top-retailers\/top-100-retailers\" target=\"_blank\" rel=\"noopener\">National Retail Federation&#8217;s Top 100 Retailers.<\/a><\/p>\n<p>For these retail categories, some of the most popular brands come to mind:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Food (PepsiCo, Coca-Cola, Nestle, Kraft, Betty Crocker, Kellogg\u2019s)<\/li>\n<li style=\"font-weight: 400;\">Electronics (Apple, HP, Samsung, Microsoft)<\/li>\n<li style=\"font-weight: 400;\">Home Improvement (Craftsman, Kohler, Stanley, Rubbermaid)<\/li>\n<li style=\"font-weight: 400;\">Variety\/Drug (Johnson &amp; Johnson, Gillette, Cover Girl)<\/li>\n<li style=\"font-weight: 400;\">Apparel (Nike, Levi\u2019s, Victoria\u2019s Secret, Burberry)<\/li>\n<\/ul>\n<p>How does a retailer decide which brands are the right ones for their particular business? Brands can be used by retailers to enhance their business in several ways. First, some brands can grant exclusive distribution rights in certain markets to give a retailer enhanced prestige and a lack of competition for that particular product line (you won\u2019t find Prada shoes in Wal-Mart).<\/p>\n<p>Secondly, brands in an assortment create credibility for a retailer. For the majority of retailers, brands share space in the assortment with the \u201cstore label\u201d or \u201cprivate label\u201d. \u00a0Brands will usually be priced higher than the private label, creating a sense of value for the store brand. The GAP founded their business on carrying Levi\u2019s jeans along with GAP brand jeans at much lower price-points. You will find Advil carried at CVS, along with lower-priced \u201cCVS Ibuprofen\u201d.<\/p>\n<p>Third, brands offer a variety of other benefits to retailers. Product design, manufacture and transportation are all usually taken care of by the branded supplier, giving the retailer less to worry about. Branded vendors often will run advertising and promotions in-season that offer participation options for the retailers carrying the brand. Also, branded vendors will sometimes offer end-of-season special buys to retailers, off-loading extra inventory at reduced costs to beef up a retailer\u2019s bottom line. Finally, retailers can work with their branded suppliers to request markdown allowances and even return merchandise that is not selling as promised.<\/p>\n<div class=\"textbox tryit\">\n<h3>Practice Questions<\/h3>\n<p>\t<iframe id=\"assessment_practice_17292012-312d-474b-8c88-01982f3f3edb\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/17292012-312d-474b-8c88-01982f3f3edb?iframe_resize_id=assessment_practice_id_17292012-312d-474b-8c88-01982f3f3edb\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-2125\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Brand Selection. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":62559,"menu_order":14,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Brand Selection\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"d637ffd6-0c83-4f2a-95ff-aea8e61d8812, b0952a56-1317-4820-b8ef-b96988405f16","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-2125","chapter","type-chapter","status-publish","hentry"],"part":2095,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/users\/62559"}],"version-history":[{"count":14,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2125\/revisions"}],"predecessor-version":[{"id":6576,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2125\/revisions\/6576"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/parts\/2095"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2125\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/media?parent=2125"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapter-type?post=2125"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/contributor?post=2125"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/license?post=2125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}