Brand policies and strategies adapted by the middleman: it includes the following two policies:

Use of brand of manufacture only: under this policy, the middlemen sell the products under the brand name decided by the manufacturer. They do not use any independent brand name.

Main advantages of this policy are:

a.       Middleman need not make any special efforts for the marketing the products,

b.      Middleman get full advantage of manufacturer goodwill

c.       It increases the sales of the middleman. 

Main disadvantages of this policy are that middleman does not have any existence of their own.

Using two brand names: under this policy, the middleman sells products under two brand names, products of the brand of manufacturer and products of their own brand name. The same product is marketed under the brand names.

Main advantages of this policy are:

1.       Middleman feels their own existence

2.       It increases the sales of the product very high because of the use of brands of both the manufacturer and middleman.

3.       The middlemen get full advantage of the goodwill or the manufacturer and of his own goodwill.                                    

Main disadvantage of this policy is that the policy is not appreciated by the manufactures because they feel that the middleman will concentrate upon the sale of their own brand and will not take full interest in the marketing the manufacturer brand.