BRAND
The American Marketing Association defines a brand as a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company.
Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Brand has continued to evolve to encompass identity. It affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. There are some element of brand such as local brand, private brand, national brand, and also global brand.
There are some types of brand which expose the difference stage of brand. Different stage of brand being use by marketers will give them a variety of strategy to get a prospects or customer. Now I will explain some type of brand which are local brand, private brand, national brand and global brand base from what I read on the article and other resources.

LOCAL BRAND
A brand that is sold and marketed distributed and promoted in a relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or region. It may also be a brand that is developed for a specific national market. However an interesting thing about local brand is that the local branding is more often done by consumers than by the producers. In Malaysia there are many local brands such as: 1. Shampoo and lotion is Biovalley, 2. Automotive such as Proton and Perodua, 3. Jewelries is HABIB, 4. Rice such as Faiza. 5. Tea such as BOH

PRIVATE BRAND
Private brands are products that are controlled and marketed by retailers. Frequently, but not always, these products carry the retailer's own name as the brand. Private brands are also known as corporate brand, store brands, own brand, and retailer brands. Retailers choose to market Private Brand products for many reasons. In Malaysia, Giant was the company who buy from other manufactures in bulks and puts their brand name and produce on their market. This strategy of private brand is give a lot of advantages such as more freedom and flexibility in pricing, more control over their own product attributes and quality, higher margins means lower selling price, and also eliminates much of the manufactures promotional costs. Private Brand helps retailers to build closer relationships with consumers, who are reminded of the store each time they use the product. By marketing high quality, distinctive products under their own brand, retailers can differentiate themselves from their competitors and attract new consumers to their stores. Retailers who market private brands benefit from the activity in several ways. First, there is no need to establish manufacturing facilities in order to produce the goods or services offered. The retailer does not have to hire additional employees, deal with the acquisition of raw materials, or arrange for storage space for finished goods until they are sold to a customer. Because someone else is dealing with details of that type, the overhead for the retailer is significantly less than if the business attempted to produce the goods on its own. Another advantage to the use of private brands is that the retailer does not have to sink a great deal of time and money into the research and development of new product lines. The manufacturers who produce the goods and arrange for the private labeling engage in that type of activity, then offer the retailer the opportunity to private brand any new products or services the supplier decides to market. Often, the retailer is made privy to the results of field testing and the identification of the niche market where the good or service is likely to generate interest, and can determine if they wish to go after that particular market sector. For the manufacturer, private brands also provide another outlet for distributing their products or services. By producing the same goods as for their national brand distribution and labeling them with private brands for various clients, the volume of production is often higher than it would be otherwise. This translates into more net profit for the manufacturer in the long run, helping the business to remain stable even in tough economic times. While many people automatically think of supermarket products when they hear of private branding, the fact is that many different industries routinely use private brands.

NATIONAL BRAND
A national brand is a brand which is distributed throughout a nation, instead of across a small region only. Some national brands are also sold on an international scale in addition to being widely available in their home nations. For example Proton’s Company that produce a national car. This is in contrast with private label brands and regional or local brands, which are only available from certain sellers and only sold in certain regions. Marketing a national brand requires a big budget which is generally only available to very large companies. The owner of a national brand may be a manufacturer or a distributor. In either case, the brand is marketed across the country with print, radio, and television advertising. Some national brands are so well positioned that they become the default name people turn to when they are looking for a particular product. Companies which sell national brands count on the reputation of their brands to capture market share. Depending on the product and the company, the company may try to position its brand as the most affordable in its class or the highest quality available. The areas of focus in advertising are determined with the assistance of research to find out what people are looking for so that the national brand can be targeted at the desired demographic. National brands may appeal to consumers who are attracted by brand names. Consumers often look for what is familiar and national brands are easy to identify thanks to the fact that they saturate the market so thoroughly. National brands may play on distrust of regional or private label brands to get consumers to buy them, encouraging people to question, for example, the quality of “generic” or store branded products. Most national brands started out as small regional brands which slowly grew over time. New companies marketing which new products are constantly being established and some of these companies go on to capture a corner of the market and expand to a wider area, eventually becoming national brands. Other local or regional companies prefer to stay regional, marketing themselves as local companies and encouraging people to buy their products to support the local economy and to keep their money local. These brands contrast themselves with the national brand by arguing that they contribute more to the community.

GLOBAL BRAND
Global brand is perceived to reflect the same set of values around the world and these global brands was transcend their origins and create strong enduring relationship with consumers across countries and cultures. This brand also sold in the international market. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumer. There are many type of global brand such as: 1. Facebook, Twitter 2. Coca-cola, Pepsi 3. Kentucky Fried Chicken (KFC), McDonald 4. Mastercard 5. Apple, Dell, Acer 6. Sony

On the other hand, a global brand can act as a platform, even although the brand itself is expressed in marketing communications in different ways according to local conditions. Coca-Cola is a global brand but Coca-Cola marketing campaigns including advertisements are increasingly tailored for local audiences. In Mexico, for example, Coke is sold more as a food because of its high sugar content, whereas in the UK the association is more to do with fun and experience. In China, Coca-Cola has chosen pop singer Ang Mei as one of its brands’ spokesmen and one of the reasons Ang Mei is popular in China because she does not sing in English. She only sings in Mandarin Chinese. She is a local, standing up for local culture.

UNIVERSITI TEKNOLOGI MARA

MGT534
Product Management
Assignment
PREPARED BY:
NELSON BIN ALI
2011231284
BM2203A1
PROGRAMME:
BM220 (BACHELOR IN BUSINESS ADMINISTRATION (HONS) MARKETING)

Bibliography http://www.iirusa.com/privatebrand/event-home.xml http://www.wisegeek.com/what-is-a-national-brand.htm

http://www.theglobalbrandonline.com/local-success

http://www.prweb.com/releases/2011/3/prweb8170191.htm

http://www.brandingstrategyinsider.com/2009/05/local-brand-dominance.html

http://www.wisegeek.com/what-are-private-brands.htm

http://onlinelibrary.wiley.com.ezaccess.library.uitm.edu.my/doi/10.1046/j.1365-2737.2000.00149.x/full