Brand Names (vs Parent Vendor Name)

If you are a manufacturer that carries more than one brand it is important that you categorize your product by brand. The reason for this is that shoppers typically will search for a product by it’s brand name and not the manufacturer name. For example if a shopper was looking Hot Wheels they would search for Mattel they would in fact search for Hot Wheels. Another example is Manhattan and their multiple brands; a shopper will not typically search for Manhattan Toy if they wanted to find a Groovy Girl. It is more likely that the consumer will know the product by it’s brand name.

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