Changing equity of brand labels: The U.S. perspective

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

Changing Equity Of Brand Labels: The U.S. Perspective

Edward B. Keller RoperASW LLC

PERSPECTIVE ON PRIVATE LABEL IN THE U.S.

Two themes in our research point to the conclusion that we are in a period in which private label could experience...