Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity

Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity

by Keith Lincoln, Lars Thomassen
     
 

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Private label is the biggest "brand" in the world. US$17 of every US$100 spent around the world is spent on private label or "own brand" goods, and the industry is worth an estimated US$1 trillion. Sales of Wal-Mart's private brands are worth more than Unilever's, PepsiCo's and Coca-Cola's brands put together. If you are a brand manufacturer competing for shelf

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Overview

Private label is the biggest "brand" in the world. US$17 of every US$100 spent around the world is spent on private label or "own brand" goods, and the industry is worth an estimated US$1 trillion. Sales of Wal-Mart's private brands are worth more than Unilever's, PepsiCo's and Coca-Cola's brands put together. If you are a brand manufacturer competing for shelf space that is a daunting prospect, and even retailers need to learn to deal with this phenomenon effectively.

Private Label is a gripping study of this retail sensation. Based on exclusive worldwide research by Saatchi & Saatchi X, it encourages brand owners to see the private label problem as a business opportunity that will inspire them to really innovate. But this book is also for retailers, as they must learn to control private label profitably without damaging their own businesses. The way forward, as key industry figures note in this enlightening book, is cooperation. To help both brand owners and retailers rise to this challenge, the authors have developed a unique ten-principle programme based on the following:

the facts and myths that surround private label - what it is and how it will affect you;

the issues that are directly relevant to your business;

the opportunities for brand owners;

the opportunities open to retailers;

the implications for the future - how we can all win by working together.

Punchy and provocative, Private Label encourages both brands and retailers to continually reinvent themselves through shopper insight, leveraging megatrends, deeper brand involvement and value innovations. In doing so, they can continually add value too.

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Editorial Reviews

From the Publisher

"Keen insights into the growing phenomenon of private label brands.... A very practical as well as readable book."  — Choice

Product Details

ISBN-13:
9780749455934
Publisher:
Kogan Page, Ltd.
Publication date:
06/01/2009
Pages:
320
Sales rank:
1,170,602
Product dimensions:
5.80(w) x 9.00(h) x 1.10(d)

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From the Publisher
"Keen insights into the growing phenomenon of private label brands.... A very practical as well as readable book."  — Choice

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