Brands, be yourself!

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....