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National brands are products that are manufactured and marketed by producers under a well-established brand name and are distributed across a wide geographical market. Examples include Coca-Cola, Nike, Nestlé and Samsung. Private label brands, also called store brands or retailer brands, are products developed, owned, controlled, and marketed by a retailer and are usually sold primarily through its own stores or channels. Examples include Great Value of Walmart and Kirkland Signature of Costco. The distinction between the two is important in buying and merchandising because retailers must decide the appropriate balance between established brands and their own labels. National brands are generally owned by manufacturers, whereas private labels are owned by retailers. National brands _____ _______ __________ ______ ______ ________ ______ _____ _____ __________ _____.
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