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National brands and private label brands are two important categories in retail and merchandising, differing mainly in ownership, control, marketing, and distribution. A national brand is a product manufactured and marketed by a producer under a brand name that is recognized across a large geographical market. Examples include Nike, Coca-Cola, and Levi’s. The manufacturer is responsible for product development, quality, branding, advertising, packaging, and promotion. National brands are generally available through several retailers and compete on the basis of brand image, quality, innovation, and customer loyalty. A private label brand, also known _____ ___ __________ _________ ______.
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