What's In A Name?
by: Iggy Quazi
Sony, Nike, Gucci, BT, Microsoft, Ford, Armani… and so on, names we come across in daily life, these are top “manufacturer brands”, then there are Tesco, Next, M&S, GAP, Burberry, Virgin etc, these are top “retail brands”. Most of us are very familiar with these brands as we have seen them around for a long time and have grown to trust them, we know who they are and what to expect from their products.
It is also common practice for people to become brand loyal too, i.e. you try and like the products of a brand and then stick to that brand, or buy a product like a Fuji digital camera and use a Fuji memory card to go with it. In fact, the brands actively encourage brand loyalty e.g. if you buy an Epson printer, the company’s literature will encourage the use of Epson ink cartridges.
Many people are then surprised, to learn that their famous brand camera, watch, car, clothing, computer etc, is not actually made by the company whose name appears on the product, but by another company they perhaps have never heard of. This company is known as the OEM (Original Equipment Manufacturer) being the actual manufacturer of the product which is sold under it’s own brand, or the brand of another company, often using that company’s design, specifications etc.
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What's In A Name?
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