How to brand your private labels
Geyskens,Inge Keller,Kristopher O. Dekimpe,Marnik de Jong,Koen
Geyskens,Inge
Keller,Kristopher O.
Dekimpe,Marnik
de Jong,Koen
Abstract
Private labels have become ever-more important and are slowly turning into brands of their own. Retailers increasingly offer three-level 'good, better, best' private-label programs that include economy, standard, and premium private-label tier goods. For each of these tiers, retailers must decide under what name to brand their private label. They can either assign their store banner name to a private-label tier or go for a unique brand name that is separate from the retailer banner. The purpose of this article is to outline the advantages and limitations of these two branding strategies: store-banner branding versus stand-alone branding. Herein, we also provide a series of recommendations regarding when to use each brand strategy, based on characteristics of the retailer and the environment in which it operates. (C) 2018 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
Description
Date
2018-05
Journal Title
Journal ISSN
Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
Marketing, Retailing, Private-label products, Branding, Brand names, Brand strategy
Citation
Geyskens, I, Keller, K O, Dekimpe, M & de Jong, K 2018, 'How to brand your private labels', Business horizons, vol. 61, no. 3, pp. 487-496. https://doi.org/10.1016/j.bushor.2018.01.015