Premium
Innovation in Private‐Label Branding
Author(s) -
Conn Charlie
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2005.tb00194.x
Subject(s) - credibility , aside , business , private label , advertising , yield (engineering) , consistency (knowledge bases) , quality (philosophy) , margin (machine learning) , marketing , commerce , political science , computer science , art , philosophy , materials science , literature , epistemology , artificial intelligence , machine learning , law , metallurgy
Private labels are taking on the national brands. Putting price aside, specialty retailers, supermarkets, and chains, such as Starbucks and Target, are creating high‐margin, high‐quality consumer goods and experiences that are enticing growing numbers of loyal and profitable customers. Charlie Conn distills the elements—including credibility, consistency, distinctive content, and strong communications—that yield success in this arena .