Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity (by Keith Lincoln, Lars Thomassen)


Author(s): Keith Lincoln, Lars Thomassen

Publisher: Kogan Page
Publish date: 2008-01-28
ISBN-10: 0749450274
ISBN-13: 9780749450274
Language: English
Description:
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… more…

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