Many retail stores have their own store brand name products, which compete with the manufacturer’s brand. The store brand product is typically less expensive than the brand name product.  For example, Walgreens includes advertisements for its store brand on the company website, weekly flyers, and promotes within the stores on end caps.  The store brand is usually located in close proximity to the name brand. 

Questions:

1. How might this affect the relationship with the manufacturer’s brand suppliers?

2. Do you think this increases the cost of the store brand items?

3. Do you prefer the name brand product or do you buy the store brand/

4. Discuss how the company’s brand product (brand name and store brand) is or is not consistent with the identify of the company.

5. Are store brands usually comparable to the name brand? Is it comparable in quality; if not, how does this affect the consumer’s impression of the company and the products? (For example, Walgreen’s product A compared to the same product but a name brand.)