Summary of Private Label Strategy

How to Meet the Store Brand Challenge

Harvard Business Review Press, more...

Private Label Strategy
House brands used to mean cheap generics; now private-label goods outsell many well-known products. How can you compete?

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8 Applicability

9 Innovation

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Review

In the old days, black and white stenciled labels clearly marked generic brands. Those days are gone. Today many private-label goods are more sophisticated than their competitors’ parallel products. The growing popularity of private brands has changed the branding, retailing and product development marketplace, which was already shifting in response to globalization, faster trend development and advanced consumerism. Nirmalya Kumar and Jan-Benedict E. M. Steenkamp have a solid understanding of these developments. They buttress their explanations with interesting case studies from leading merchants and manufacturers. Retailing is an exciting business, and the authors bring forward the right mix of research and specifics to make a lively case for private labels. getAbstract recommends this to anyone seriously interested in retailing, the changing shape of consumer society and, of course, shopping.

Summary

The Big Business of Private Labels
Private labels are big business, representing more than $1 trillion in sales worldwide. The majority of today’s consumers grew up with manufacturers’ brands, like Levi’s, Coca-Cola, Disney, Johnnie Walker and Jell-O. These known names delivered on their...
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About the Authors

Nirmalya Kumar teaches marketing at London Business School, directs executive education at the Centre for Marketing, and co-directs the Aditya Birla India Centre. Jan-Benedict E.M. Steenkamp is a professor of marketing and marketing area chair, at the University of North Carolina, Chapel Hill, and director of a global research center.


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