““only manufacturers can pursue a more specific type of branding where they discover new consumer wants, satisfy them with a functionally or emotionally superior product and attach the benefits via advertising to a specific brand name. This is why a retailer has trouble generating the same credibility as a brand like Crest toothpaste, which continually invests in its ‘healthy teeth for children’ positioning, or Axe deodorant, which targets young males with the fantasy of ‘women making the first move.’ Even manufacturer master branding is more targeted than retailers, because it is usually category specific: Lean Cuisine has more specific associations in frozen food than, say, Safeway.””
