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Marketing - Branding Strategy / Strategic Branding


Deciding to fight or play in the private-label arena We've all seen the headlines about private labels: retailers all over the world are increasing their investment in owned brands, and consumers are routinely buying them. But even as the power shifts and competition gets tougher, the outcome is not as gloomy as many have predicted; branded players can have a significant impact on the trajectory of private labels. The first step is to make choices: how much to invest to defend against the onslaught and how and when to manufacture private-label products. 2011






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Status: 16. Juni 2011