Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity - Rilegato

Lincoln, Keith; Thomassen, Lars

3

11 valutazioni di Goodreads

Rilegato

ISBN 10: 0749450274 ISBN 13: 9780749450274

Casa editrice: Kogan Page Ltd, 2007

Vedi tutte le copie di questo ISBN:

Private labels, also known as ""store brands"" or ""house brands,"" have long been associated with inexpensive name-brand knockoffs. In recent years, however, retailers have begun marketing higher quality products under their private labels. The result has been a huge increase in the market share of private label brands. International in scope, Private Label considers both the dangers and the opportunities posed by this rapid growth. It debunks the myths surrounding private labels' rising popularity, offering brand managers ways to view private labels not as a threat but as an opportunity to revitalize their brands. It also suggests ways retailers can maximize the potential of their own private labels. Lincoln and Thomassen support their arguments with a range of data, including a survey they carried out with the shopper marketing agency Saatchi & Saatchi X. Up-to-date and timely, Private Label sheds light on the impact private labels are having on global retail markets.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Descrizione del libro:

Examines the threat posed to manufacturers by own label brands and strategies to combat it

The private label industry is now worth an estimated one trillion US dollars.

Contains case studies and examples from retailers across the globe, including Tesco, Sainsburys and Wal-Mart, as well as famous brands like Coca Cola

L'autore:

Keith Lincoln has worked in international communications and branding for nearly thirty years. He is an author, keynote speaker and business advisor to leading international companies, and a visiting lecturer at INSEAD Business School. Keith Lincoln is also author of How to Succeed at Retail and co-author of Retailization with Lars Thomassen and Anthony Aconis (both published by Kogan Page).

Lars Thomassen has worked in advertising for over 30 years, most recently at BBDO Worldwide. He has also co-authored (with Keith Lincoln and Anthony Aconis) the bestselling Retailization(Kogan Page)

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.