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Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity
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Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity
By
Keith Lincoln
Private labels, also known as \\\"store brands\\\" or \\\"house brands,\\\" have long been associated with inexpensive name-brand knockoffs. In recent years, however, retailers have begun marketing higher quality products under their private labels. The result has been a huge increase in the market share of private label brands. International in scope, Private Label considers both the dangers and the opportunities posed by this rapid growth. It debunks the myths surrounding private labels\\\' rising popularity, offering brand managers ways to view private labels not as a threat but as an opportunity to revitalize their brands. It also suggests ways retailers can maximize the potential of their own private labels. Lincoln and Thomassen support their arguments with a range of data, including a survey they carried out with the shopper marketing agency Saatchi & Saatchi X. Up-to-date and timely, Private Label sheds light on the impact private labels are having on global retail markets.
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