Sears sells men's casual wear under the private brand name Nevada.It also carries sportswear by Arrow,Adidas,Dockers,Point Zero,and other manufacturer brands,but Nevada is priced slightly below the manufacturer brands.Sears makes no attempt to trade off the manufacturer brand equity,however,consumers perceive the Nevada to be the equivalent of the manufacturer brand.With the Nevada brand,Sears is using __________ branding.

Question

Quizplus · Accepted Answer

Premium branding offers a private label with an equity comparable to that of a manufacturer brand, usually with modest price savings.

Sears Sells Men's Casual Wear Under the Private Brand Name