22.   A manufacturer that has decided to brand all of its products under one label is following a policy of:

a)    dealer branding.
A dealer or a retailer can have products labelled with its own brand name, for instance Metro or Life brands. These brands are more commonly known as private labels. Obviously, this is not the right answer.

b)    generic branding.
This is the case of products that have no name at all or a name that presumably does not refer to a manufacturer or a retailer. In the 1980s, a line of cheap products was launched under the "No Name" label by Loblaws in Ontario. This is not the right answer either.

c)    family branding.
The correct answer: a manufacturer can decide to develop products in different product categories and give them the same label. Kraft is a good example of family branding (cheese, Kraft dinners, salad dressing, jam, etc.)

d)    manufacturer branding.
Also called national brands, they identify the products by the name of the manufacturer. But it does not imply that more than one product is branded under that label.

e)    None of the above.
Obviously, not the right answer.

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