A manufacturer's brand (also known as a product brand or factory brand ) is a brand under which a manufacturer presents its branded articles to the end customer. It does not have to be identical to the manufacturer's corporate brand .
Manufacturer brands compete with private label brands . In contrast to these, the manufacturer tries to position its brand independently of the sales channels. To do this, he uses advertising and corporate communications . In many cases, the manufacturer also controls the presentation of its brand in the sales channels through to shelf maintenance in retail.
Manufacturer brands can be grouped under umbrella brands .