Brand user decision-making

Brand user decision-making refers to the use of this decision enterprises (manufacturers) brand, distributor or the use of the brand, or the use of two brands at the same time. Under normal circumstances, the brand is the manufacturer's product tags, manufacturers decided to product design, quality and characteristics. Renowned manufacturers will be leased to other trademarks of their small and medium-sized manufacturers, will collect the royalties. In recent years, increasing the brand dealers. Western countries many prestigious department stores, supermarkets, clothing stores and so the use of their brands, some well-known businessmen (such as the United States of Wal-Mart) to Buy 90% of all goods with their own brand names. At the same time strong, there are many wholesalers in the use of their brands, enhance the pricing, availability and other aspects of control. At present, the dealer brand has become an important factor in brand competition. However, the use of distributors for the brand dealers will have some problems. Dealers required substantial orders, use up a lot of money, the larger the risk the same time distributors to expand their own brand's reputation, need to vigorously promote its brand, operating costs increase. Dealers use their own brand will bring many benefits, such as the purchase because of the large number of its purchase lower cost, thus selling prices lower, more competitive, can get higher profits. At the same time dealers can be used to control prices, to some extent can control other brokers. In a modern market economy, brand manufacturers and dealers often between the brand of fierce competition, the so-called brand warfare. In general, manufacturers and distributors brand of competition among brands, in essence, is the manufacturers and distributors of the trial of strength between the strength. Manufacturers in the market has a good reputation, has larger market share under the conditions, manufacturers should use the brand, unable to operate their own brand dealers can only accept brand manufacturers. On the contrary, when the brand in a market dealers in the area has a good reputation and a huge brand, improve the sales system, the use of brand dealers are also beneficial. So a brand user decision-making, in line with the specific situation and give full consideration to manufacturers and dealers in the balance of power in order to make an objective decision-making.