Opening the umbrella: The effect of rebranding multiple category specific private-label brands to one umbrella brand
Keller,K.O. Geyskens,Inge Dekimpe,Marnik
Keller,K.O.
Geyskens,Inge
Dekimpe,Marnik
Abstract
The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.
Description
Date
2020-08
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Volume Title
Publisher
Research Projects
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Keywords
branding, marketing-mix effectiveness, private labels, retailing
Citation
Keller, K O, Geyskens, I & Dekimpe, M 2020, 'Opening the umbrella : The effect of rebranding multiple category specific private-label brands to one umbrella brand', Journal of Marketing Research, vol. 57, no. 4, pp. 677-694. https://doi.org/10.1177/0022243720922853