Manufacturer Brands Deal With Retailer Own-brand Competition Strategy

Entering 21st century, the brand has undoubtedly already become enterprise's most valuable assets. The market competition has been turned into a trial of strength of the brand, have brand assets, means having capital of the competition, so the brand competition between manufacturers is being upgraded constantly. But with the development of commercial capital, retailers began to create store brand to obtain bigger competition advantage and higher profit. The store brand's joining has changed the original strength comparison between manufacturers and retailers, promoted the retailer's negotiation price ability, tied up the share of manufacturer brand's market, made the competition of the brand more complicated and fiercer. Probe into the countermeasure that manufacturer brand tackles store brand's challenge already becomes a task of top priority.This paper proceeds with the definition of the brand and relevant basic theories, analyzes in depth the essence and function of the brand. On the basis of analyzing to domestic and international manufacturer brand and store brand's development course, current situation and trend, the paper defines and sums up to range and level that the store brand and manufacturer brand competed for, utilizes Potter's competition model and SWOT method, researches and discusses brand's competitive environment as well as manufacturer's strengths, weaknesses, opportunities and threats, put forward the countermeasure that manufacturer brand tackles store brand's challenge.