Kenmore appliances (sold by Sears) are an example of a(n)
A. dealer brand
B. manufacturers' brand
C. licensed brand
D. individual brand
E. family brand
Answer: (E) Kenmore is a family brand (brand name for several products) of Sears, so (E) is the correct choice. Dealer brands (A) such as Ace Hardware are created by middlemen. Manufacturer brands (B) are created by manufacturers and include brands such as Whirlpool, Ford, and IBM. A licensed brand (C) is a well-known brand that sellers pay to use, such as Walt Disney. An individual brand name (D) separates brand names for each product.