On the other hand, if you’re a garment manufacturer whose positioning is producing generic garments for low-priced, high-volume retail chains or private label to be repackaged under a retailer’s or distributor’s chain, you have a different goal. The point is you must understand the proper role your brand can play in the success of your business. If you are attempting to establish a proprietary positioning for your company and brand in the consumer’s mind, meaning in the eyes of the end buyer at the retail level, the more you can turn your product into a recognized and prized and preferential brand, the more you will sell, the higher price you can get, the more loyal your consumer buyer, the more profitable your product and business becomes. You’re also creating brand asset wealth for the future, which we’ll talk about in a little while.