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Private-label brands

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Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Case Study

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Case Study

This case study describes how Superdrug used redesigned packaging to project the quality, efficacy and expertise of its own-brand facial wipes in the UK whilst retaining its 99p price point.

Case Study

This case study explains how HyperCITY, a retail hypermarket in India, revamped its flagship brand, Everyday, with a new identity and brand personality.

Article

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Article

This article investigates whether the major supermarkets have already lost too much ground to the discounters to make a recovery.

Case Study

This case study explains how Booths, an independently run chain of food, drink and grocery stores in the North West of England, achieved a rise in sales in a cut-throat market by adopting a new corporate identity.

Article

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.

Research Paper

The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands.

Article

This event report explains how Loblaw Companies Ltd., the Canadian retail giant, has created a powerful private-label portfolio and increasingly personalized its marketing communications.

Case Study

This case study describes how Supervalu, an Irish retailer, returned to its core values to increase market share in a competitive market.

Article

This article discusses concerns about data privacy in the US and the merits of self-regulation versus state legislation.

Research Paper

This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe.

Case Study

This case study describes how Tesco, the UK supermarket, redesigned its Value product range to improve quality perceptions and grow sales.

Case Study

This case study demonstrates how Ocado, the British online supermarket, increased sales of its own brand products by improving the packaging design.

Case Study

This case study describes how a packaging redesign enabled Superdrug, the beauty and health retailer, to reduce decline in its own-brand face mask range.

Case Study

This case study describes how Terry White Chemists in Australia launched a premium own label health and personal care range, overturning poor perceptions of own-brand products.

Article

This article examines the enduring role that private or own label ranges can play for European retailers and manufacturers, following a rise in popularity during the economic downturn.

Article

This report discusses the growth in private label brands, identifying types of products and market drivers, and giving an overview of private label penetration globally.

Case Study

This article describes how Co-operative Food, the UK grocery business, changed the way its taste testing panel functioned, in order to improve its own-brand offering.

Case Study

This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity.

Article

As Europe enters its sixth year of economic turbulence, shoppers' attitudes to brands are changing, possibly forever.

Article

As recession drags on, supermarket own-label groceries have prospered across Europe. Retailers have moved away from 'the same thing for less money' stance and have improved the quality of their own brands in terms of taste, range and performance and are shouting about it in their marketing.

Case Study

SuperValu, a supermarket chain in the Irish Republic, wanted to change negative perceptions of its extensive own-brand range, elevating its offering from a compromise purchase to a driver of store visits and sales growth.