Premium
The Power of Retailer Brands
Author(s) -
Teich Ira
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00238.x
Subject(s) - business , advertising , power (physics) , marketing , architecture , personality , psychology , social psychology , history , physics , quantum mechanics , archaeology
IN THE GLOBAL marketplace, a carefully crafted private label may be the most effective brand strategy. Citing numerous examples, Ira Teich highlights the advantages of this approach—the generation of a distinctive retail personality, the ability to create tiered offerings as a response to varying consumer needs, and higher margins. It's a designintensive commitment, involving products, packaging, architecture, interior design, communications, and promotions, but it can profitably liberate a merchant from the tyranny of global brands.