National brands are products that are manufactured and marketed by producers under a well-established brand name and are distributed across a wide geographical market. Examples include Coca-Cola, Nike, Nestlé and Samsung. Private label brands, also called store brands or retailer brands, are products developed, owned, controlled, and marketed by a retailer and are usually sold primarily through its own stores or channels. Examples include Great Value of Walmart and Kirkland Signature of Costco. The distinction between the two is important in buying and merchandising because retailers must decide the appropriate balance between established brands and their own labels. National brands are generally owned by manufacturers, whereas private labels are owned by retailers. National brands have wide market recognition and are available through several retailers, while private labels are closely associated with a particular retailer. National brands usually involve extensive advertising, promotional campaigns and brand-building activities undertaken by manufacturers. Private labels depend more on the retailer's merchandising, store image, pricing and promotional activities. National brands often command higher prices because consumers pay for established reputation, perceived quality and brand equity. Private labels are generally priced lower because retailers have greater control over sourcing, production specifications and marketing costs. National brands also tend to have standardized products across retailers, while private labels can be designed specifically according to the retailer's target customers and merchandising strategy. Private label brands provide several advantages