Drive store brand growth

Allison, Carman
January 2015
Store Brands;Jan2015, Vol. 37 Issue 1, p10
The article discusses how U.S. retailers can help store brands compete with their more recognized name brand counterparts. It references the Nielsen global study "The State of Private Label Around the World," noting the positive consumer sentiment about private label products. It cites conditions where private label products do not do well like higher innovation rate, high product differentiation, and strong marketing support. It stresses that retailers must pursue the right product assortment.


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