Private label strategy: How to meet the store brand challenge

• Main Authors: KUMAR, Nirmalya, STEENKAMP, Jan-Benedict E. M.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Marketing; brands; branded products; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5249
• Institution: Singapore Management University

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle,...