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Research papers

Retailer brands

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,...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Richard Herbert, Oliver Koll
April 19, 2005

Research papers

Private labels

Modern trade retail chains and their private labels are some of the most visible elements of the transformation in Central and Eastern European countries in the last 15 years.This paper describes the situation and the potential of private labels in...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Roman Baszun
Company: Kinoulty & Partners Sp zoo SpK
April 19, 2005

Research papers

Changing equity of brand labels: The Asia Pacific perspective

This paper outlines the current status of private label in Asia and predicts the future of both brand and private label in Asia. The presence of private label in Asia is linked to the development of the trade structure by country as well as the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Seonaid Anderson, Helen Passingham-Hughes
Company: KANTAR TNS Malaysia
September 14, 2003

Research papers

Changing equity of private labels: Western Europe

This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Thomas Bachl
Company: GfK
September 14, 2003

Research papers

Changing equity of private labels: The perspective from Latin America

This paper provides an assessment of private labels from the perspective of Latin America, and specifically from the six leading economies of Latin America: Argentina, Brazil, Chile, Colombia, Mexico and Peru, as a response to the following questions...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Paulo Pinheiro de Andrade
Company: IBOPE Inteligencia
September 14, 2003

Research papers

Changing equity of private labels in the Middle East

This paper addresses the growth of private labels from the perspective of the Middle East and finds the rising equity of private labels in the Middle East and Africa presents the research industry with new opportunities for growth and profitability.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Nicos Rossides
Company: Ipsos MRBI
September 14, 2003

Research papers

Changing equity of brand labels: The U.S. perspective

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Edward B. Keller
September 14, 2003

Research papers

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands
Author: Jean-Nöel Kapferer
June 15, 1994

Research papers

How to effectively compete against private-label brands

April 2, 1993 was a historic day in the U. S. private-label scare. On Marlboro Friday, Philip Morris decreased the price of Marlboro cigarettes by 40 cents a pack in response to tire increasing popularity of cheaper cigarettes. In one day, the...

Catalogue: Seminar 1994: Building Successful Brands
Author: Susan R. Ashley
June 15, 1994