Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Company and products – Help customers recognize and recall name of company and its products

B. Create brand for company or product

Borrow equity of another company's brand
Use brand of a strong marketing partner

Sell to original equipment manufacturers, who use their brands on your product

No. Year SIC Note
1 2005 2200 Renfro Corp. socks are sold under brand names including Fruit of the Loom and Odor-Eaters.
2 2001 3571 The Taiwanese PC manufacturers have not been successful in branding and marketing their own products. They succeed by partnering with the U.S. and Japanese computer industry.
3 2003 3577 Nokia, the world's largest manufacturer of cell phones, recently announced that it would team up with chipmakers Texas Instruments and STMicroelectronics to make CDMA chips for its newest phones.
4 2002 3949 NorthPole develops and designs new products each year to be sold under store brands or the private labels of its mass-merchandising customers. Wal-Mart's Rome line of luggage is owned and produced by NorthPole.
5 2002 4512 Atlantic Coast Airlines laid off 11% of its corporate and administrative staff, froze pay for others, and slashed cash bonuses after 9/11. The company operates as United Express and Delta Connection.
6 2000 4512 SkyWest provides regional flights for major airlines like Delta and United.
7 2003 5734 The Taiwanese hope to either make TVs for major consumer electronics companies or for PC companies looking to enter new markets. Quanta thinks computer makers will do well because they're used to cutthroat competition. Later this year, Quanta will start producing 23-inch and 26-inch LCD TVs that will retail for up to $1,500, for a brand they won't name.
8 2002 7323 Alliance deals in store-sponsored credit cards and it's a niche business in the world of Visa and MasterCard.
9 2000 7374 Critical Path sells email and other messenging services to ISPs and to customers such as America OnLine and Etrade which then turn around and offer those services to their customers or employees.
10 2000 7384 In June, 2000, Ofoto announced an agreement with Intel Corporation, H P and Sony to provide photographic printing and products for each company's photo sharing web site.
11 2003 8721 Mountain America is one of many smaller financial institutions making big inroads online. The company relies on Digital Insight Corp. to provide Internet banking services for its 160,000 members.

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