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Abstract: Private
Label product sales have increased significantly over recent years, with the level of penetration and sophistication varying by country and retailer strategy. Many of the most successful Private
Label retailers are moving this approach on and positioning the Private
Label, thus the whole store, as the brand. By owning the brand, the retailer must deal with complexities and issues more traditionally associated with the CPG brand manufacturer. These issues include time to market, regulations, quality, and safety or consumer pressure. Failure to establish adequate processes and systems to support the brand can tarnish the brand and, in many cases, have severe economic implications across the whole range of products sold. Brand integrity has been identified as one of the key issues faced by Private
Label retailers. In this white paper, learn more about the brand integrity strategies used today by some of the most successful Private
Label retailers.
PubDate: 9/6/2005 10:07:00 AM
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Abstract: Private label product sales have increased significantly over recent years, with the level of penetration and sophistication varying by country and retailer strategy. By owning the brand, the retailer must deal with complexities and issues more traditionally associated with the consumer packaged goods (CPG) brand manufacturer. Failure to establish adequate processes and systems to support the brand can have severe economic implications. Learn about the brand integrity strategies used today by some of the most successful private label retailers.
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