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Private Label

Turning the Retail Brand Threat into Your Biggest Opportunity

Private Label examines the recent international growth of private label or retail brands - and the threats posed to manufacturers by this growth. The book provides strategies to combat these dangers and suggests how brand managers could use this situation as an opportunity to revitalize their brands. Private Label also demonstrates ways in which retailers can maximize the potential of their own private labels.
EAN: 9780749455934
Edition: 1
Published:
Paperback
Format: 234x156
312 pages

About the book

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.

About the authors

Keith Lincoln

Keith Lincoln has been working in communications for nearly 30 years. He is well known as the author of numerous ground breaking global trend studies. Keith is a former strategy manager for General Foods Europe, board director of WCRS advertising in the United Kingdom, Senior Vice President of BBDO New York, and Executive Vice President of Young and Rubicam Europe. He has won a gold US EFFIE for his work on Gillette. Keith has run his own dedicated international brand consultancy, FACES International, for the last eight years, and is a visiting lecturer at INSEAD.

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Lars Thomassen

Lars Thomassen started his career in advertising 30 years ago and he has been involved in communications ever since. In 1979 he co-founded Henriksen & Sieling (later BBDO Denmark). In 1998 Lars was appointed as the Vice President BBDO Europe and he became the Director of the Nordic, Central and Eastern regions of BBDO. Along with his work as a board director of BBDO Worldwide, Lars has been involved with the development of many major global brands.

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