Which of the following choices is an example of a manufacturer's brand?
A. Heinz ketchup
B. Diehard batteries
C. Craftsman tools
D. Kenmore appliances
E. All of the above
Answer: (A) This question deals with brand sponsor decisions. Manufacturers' brands, such as Heinz ketchup, dominate the American scene. Many manufacturers create their own brand and some even rent well-known brand names by paying royalties. Choices (B), (C), and (D) are all private brands owned by Sears. Sears (a retailer) does not produce many of the products that carry its name, but instead contracts with manufacturers to produce these products on the chain's behalf. Thus, these are incorrect choices. Because (A) is the best answer, (E) cannot be correct.