The decline and fall of the premium brand

Dr Stephan F Buck

Stephan Buck suggests that the premium brand is no longer guaranteed its position in the market, and examines the growing importance of the retailers' brands.

The decline and fall of the premium brand

Is it really happening?

Stephan F Buck

Stephan Buck suggests that the premium brand is no longer guaranteed its position in the market, and examines the growing importance of the retailers' brand. The mechanisms that link advertising and consumer behaviour are examined in a study by Taylor Nelson AGB.

CLAIMS THAT the premium brand is in terminal decline are not new. To my personal knowledge they were made in the 1970s, continued through the 1980s, and are of course very much in vogue at present. Yet most of the dominant...

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