Abstract:

This study investigates from four angles why retail brands are growing. Employing panel and adhoc information collected on some 2,000 categories in 33 countries, the authors uncover reasons for different private label success rates between countries, categories, consumer segments and retailers. Results provide a comprehensive account on whether and why a certain category, and thus its key players, need to worry about retail brands. We show how organizations can use this understanding in developing effective counter strategies, both by improving the consumer equity created by its brands and by effectively cooperating with their new competition, the retailers.