Brands, be yourself!

Driss Farissi

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.

Brands, be yourself!

Driss FarissiProcter & Gamble, Switzerland

PREAMBLE

Discount retail in Western Europe continues to show an unsettling growth rate. The retail structure in Western Europe came a long way since the launch of the first Aldi in 1948. Many factors helped discount retailers to grow in Western Europe. To mention a few, the energy crisis, Mass retailing control laws, the ongoing shift in power between retailers and manufacturers at the expense of the latter. Today retailers make more than 18% of total retail value in Western Europe with share in some categories and countries above 70%. Discount...

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