Learn Strategic Brand Management
Brand Equity In Question
Strategic Implications Of Branding
Brand And Business Building
From Private Labels To Store Brands
Brand Diversity: The Types Of Brands
The New Rules Of Brand Management
Brand Identity And Positioning
Launching The Brand
The Challenge Of Growth In Mature Markets
Sustaining A Brand Long Term
Adapting To The Market: Identity And Change
Growth Through Brand Extensions
Handling Name Changes And Brand Transfers
Brand Turnaround And Rejuvenation
Managing Global Brands
Financial Valuation And Accounting For Brands
The notion of a distributor’s brand is therefore heterogeneous, offering the store a range of possibilities for getting its overall offer across . Research has analyses how each type of distributor’s brand was able to increase its market share to the detriment of the leading brands of the segment, and also to reduce the price differential between the two, there by boosting profitability (Levy and Caperers, 1998). More than 500 mothers, in a simulated store, were presented with a choice between the leader in chocolate biscuits (Pep ito bleu/Da none group) and a distributor’s brand.
This choice varied from one customer to the next according to four criteria:
The combination of these variables makes it possible to reproduce any form of distributor’s brand currently active on this market. The key findings of this research were:
It is therefore not surprising that price is the only motivator: demand grows as the pr icefalls. This is typically the case for lowest, created to counter the products on the hard-discount circuit.
What can we draw from this analysis? When the distributor’s brand behaves like a true big brand, it reaps the benefits (market share and profitability): however, it must have the will and the means to do so. Not everyone can be Decathlon or Tosco.
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