Estimating store brand shelf space: a new framework using neural networks and partial least squares

Despite abundant research that examines the effects of store brands on retail decision making, little attention has been paid to the predictive model of store brand shelf space.

Estimating store brand shelf space: a new framework using neural networks and partial least squares

Mónica Gómez and Shintaro OkazakiUniversidad Autonóma de Madrid

INTRODUCTION

The role of the store brand is increasingly important in retail decision making. Also termed 'retail brand' or 'private-label product', more and more firms offer the store brand as an alternative to a market-leading brand, offering consumers equal quality at a lower price. Store brand items are no longer considered as 'white label', and retailers are willing to sell them not only for their high profitability but also for their clear brand identity. Retailers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands