| Description |
1 online resource (312 pages) |
| Contents |
Acknowledgements; Introduction: the new privatization; Part 1 Understanding the opportunity; 1 Private facts; The nature of the beast; The global facts; The local facts; The brand facts; The people facts; The dependence facts; The category facts; 2 Private myths; Myth 1: Private Labels are for people who buy Private Label; Myth 2: We buy Private Label now and then; Myth 3: Private Labels are for people with no money; Myth 4: It can't grow any bigger; Myth 5: Private Labels are not business builders; Myth 6: People don't like Private Label |
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Myth 7: Let's call it anything except a brandMyth 8: It's not profitable anyway; 3 Private past; We've seen it all before!; But a funny thing happened 'on the way to the forum'!; The new old thing; Freedom brands -- blame the French; 4 Private present; The trends show the way; It's a brand, stupid!; The US experience; The UK experience; A closer look at some key brands; And the trend continues ... ; 5 Private future; How big can it get? As big as you want it to get!; The volume versus value distortion; Heaven or hell, opportunity or threat; Will it continue to grow?; What determines the future? |
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Private Label driversThe online driver; The Tesco effect; Part 1 summary and implications; Part 2 Identifying the opportunity; 6 The S & S X Global Research Report; An 'all parties' perspective; 7 The shopper perspective; Let's start with the shopper; Achieving product parity; Category differentiation; The shopper's Private future; 8 The brand perspective; The silent wall; The other side of the coin; 9 The retailer perspective; Finally the retailers!; 10 The overall perspective; We agree to disagree; Part 2 research summary: key points; Part 3 Retailizing the brand opportunity |
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11 For every threat there's an opportunityBack to spiffing!; Redefining the brand; Better understanding the threat; 12 The Private principles; The Private Label Way; The 10 principles; 13 Private principle 1: Running the risk and living the reality; Headlines; Reorganize to reflect the future, not the past; Begin by asking three questions; Become PRIVATE CENTRIC; Why the conventional simply isn't good enough; Summary and opportunities; Actions to consider; 14 Private principle 2: Retailize and be radical; Headlines; Avoiding the conventional; Question the status quo |
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Make sure you're not a commodityLove me do, love me not; To supply or not?; Cut the tail; Develop a brand price architecture; Decide if you are 'in' or 'out'; Prove you still have a role; Summary and opportunities; Actions to consider; 15 Private principle 3: Tomorrow's global, social and environmental issues are your opportunities today; Headlines; Trusting in the future; Greenwashing versus realizing the big issues; The big issues defined; Big global issue 1: health issues; And it's not just the small brands; Big global issue 2: participation issues; Big global issue 3: lifestyle issues |
| Summary |
Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands (those owned, sold and distributed by retailers). Private label growth is outpacing that of manufacturer brands, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, Private Label encourages brand owners to see the "own brand" problem as a genuine business opportunity that will inspire them to innovate. Moreover, Private |
| Notes |
One for all and all for one |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Retail trade.
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Branding (Marketing) -- Management
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Brand name products -- Management
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Business competition.
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Sales & marketing.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Branding (Marketing) -- Management
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Brand name products -- Management
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Retail trade
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Business competition.
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Sales and marketing.
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Brands and branding.
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| Form |
Electronic book
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| ISBN |
9780749457396 |
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0749457392 |
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0749452862 |
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9780749452865 |
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