... protection is offered from competition, it allows maintenance of a premium price, promotion is made more efficient because the brand helps to evoke an image, and it also helps in the introduction of new products with the same brand name (WK4 Lectures). King (1971 p.3/4) writes of the rise of power of manufacturers by branding their products, thus taking control of the market from the wholesalers, by allowing retailers and consumers to more easily identify products they wanted. This process was moved further forward by manufacturers creating direct links with the buying public through the use of advertising. King states that the basic motive for this was "to stabilise demand, thus allowing regular large-scale production, free from the whims of the wholesaler. Partly because of this the advertising tended to be based on the idea of reliability and guaranteed quality". (1971 p.3). It was due to such strategies (according to King) ...

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