Private label : turning the retail brand threat into your biggest opportunity

Private labels, also known as ""store brands"" or ""house brands,"" have long been associated with inexpensive name-brand knockoffs. In recent years, however, retailers have begun marketing higher quality products under their private labels. The result has been a huge increase in the market share of private label brands. International in scope, Private Label considers both the dangers and the opportunities posed by this rapid growth. It debunks the myths surrounding private labels' rising popularity, offering brand managers ways to view private labels not as a threat but as an opportunity to revitalize their brands. It also suggests ways retailers can maximize the potential of their own private labels. Lincoln and Thomassen support their arguments with a range of data, including a survey they carried out with the shopper marketing agency Saatchi & Saatchi X. Up-to-date and timely, Private Label sheds light on the impact private labels are having on global retail markets. "The rise of Private Label products (those owned, sold and distributed by retailers) is one of the most striking retail success stories of the last decade. Private Label has been growing at twice the rate of famous brands over the last ten years and the Private Label industry is worth an estimated US$1 trillion." "Private Label is a powerful and compelling new book on the dangers and the opportunities posed by the rapid growth of retail brands. Debunking myths and exposing the implications of this phenomenon, Private Label encourages brand managers to view this not as a threat, but as an opportunity to revitalize their brands and reinvent themselves. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels and truly innovate their offerings. The authors have developed a programme based on ten principles to help senior management from brand manufacturers and retailers specifically identify these opportunities and deal with this growing issue more effectively." "Using research data from a range of global sources, as well as a multi-country research survey from Saatchi and Saatchi X, Private Label is a timely attempt to shed light on the world of Private Label and its impact on global markets."--BOOK JACKET Private labels, also known as store brands or house brands, have long been associated with inexpensive name-brand knockoffs. In recent years, however, retailers have begun marketing higher-quality products under their private labels. The result has been a huge increase in the market share of private label brands. Of every $100 spent around the world, $17 is spent on a private label. The private label industry is worth an estimated one trillion US dollars, and its growth is outpacing that of manufacturer brands. Private Label is a gripping and persuasive study of this retail phenomenon. Based on exclusive worldwide research by Saatchi & Saatchi X, it encourages brand owners to see the private label problem as a genuine business opportunity that will inspire them to really innovate. This book is for retailers too, as they need to control private labels profitably without damaging their own business. The way forward, the authors argue, is cooperation between brands and retailers. Punchy and provocative, Private Label encourages both brand owners and retailers to reinvent themselves continually. By making use of megatrends, shopper insight, and value innovation, all parties can add value to their businesses. Private facts -- Private myths -- Private past -- Private present -- Private future -- The S & S X global research report -- The shopper perspective -- The brand perspective -- The retailer perspective -- The overall perspective -- For every threat there's an opportunity -- The private principles -- Private principle 1 : running the risk and living the reality -- Private principle 2 : retailize and be radical -- Private principle 3 : tomorrow's global, social and environmental issues are your opportunities today -- Private principle 4 : educate, navigate and inspire -- Private principle 5 : winning "mind shelf" is the name of the game -- Private principle 6 : innovate, imagineer and involve -- Private principle 7 : restore and reinvent the store -- Private principle 8 : catalyse your communications and brand from till to TV -- Private principle 9 : collaborate and cooperate through co-opetition -- Private principle 10 : shopper solutions steal share of wallet -- For every opportunity there's an even bigger opportunity -- Retailer private principles 1 to 5 -- Retailer private principles 6 to 10 -- Realizing the opportunity together Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands (those owned, sold and distributed by retailers). Private label growth is outpacing that of manufacturer brands, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, Private Label encourages brand owners to see the "own brand" problem as a genuine business opportunity that will inspire them to innovate. Moreover, Private Label also suggests ways that retailers can maximize the potential of their own private labels, without damaging their own business. Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, Private Label is a gripping and persuasive study of the world of "own brands" and their impact on global markets. Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands. Sales of private labels (those owned, sold and distributed by retailers) grew globally 150% more than other brands in the year 2005, and the private label industry is now worth an estimated one trillion US dollars.Debunking the myths and looking at all possible scenarios, Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels.Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, Private Label is a timely attempt to shed light on the world of private label and its impact on global markets