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Private Labels vs. National Brands
This document discusses private label brands versus national brands. It begins by defining what a brand is, noting that a brand is defined by people's gut feelings rather than what a company says it is. It then defines private label brands as those owned by the retailer where they are sold, such as Kirkland or Alfani, while national brands are well-known brands. Private labels exist to differentiate themselves through value pricing or innovative premium products. Private labels have advantages like being able to closely target consumer segments and customize products at lower advertising and placement costs. National brands have advantages like strong brand loyalty and higher perceived quality and aspirational value. The document concludes that for low involvement categories, private labels are best while national brands work better for
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Private Labels vs. National Brands
- 1. PRIVATE LABELS V/SNATIONAL BRANDS
- 2. What is aBRAND ?
- 3. Let’s start bybreaking some MISCONCEPTION
- 4. a BRAND isnot a LOGO
- 5. a BRAND isnot a PRODUCT
- 6. Gut feeling abouta product, service or an organization is a BRAND
- 7. It’s a PERSON’Sgut feeling, because brands are defined by individuals, not companies, markets, or publics. It’s a GUT FEELING because people are emotional, intuitive beings. IN OTHER WORDS
- 8. Its not whatYOU say it is
- 9. Its what THEYsay it is
- 10. So what ismost IMPORTANT to make a brand?
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- 13. What is aPRIVATE LABEL? It is a label that is owned by the departmental/retail store it is sold in
- 14. What is aNATIONAL BRAND? All of us know, don’t we ?
- 15. PRIVATE LABELS STOP by NUONby SHER SINGH by @OFFICE by KIRKLAND by ALFANI by
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- 18. VALUE PRIVATE LABEL Differentiationthrough low/value pricing
- 19. PREMIUM PRIVATE LABEL Differentiationthrough innovative products
- 20. What favors PRIVATELABEL?
- 21. What favors PRIVATELABEL? Able to **** segment consumers
- 22. What favors PRIVATELABEL? Able to mini segment consumers
- 23. What favors PRIVATELABEL? Able to see **** in the market very clearly
- 24. What favors PRIVATELABEL? Able to see gaps in the market very clearly
- 25. What favors PRIVATELABEL? Able to ******** products
- 26. What favors PRIVATELABEL? Able to customize products
- 27. What favors PRIVATELABEL? No/Low *********** cost
- 28. What favors PRIVATELABEL? No/Low advertising cost
- 29. What favors PRIVATELABEL? Better placement in *****
- 30. What favors PRIVATELABEL? Better placement in store
- 31. What favors NATIONALBRAND?
- 32. What favors NATIONALBRAND? Great ***** loyalty
- 33. What favors NATIONALBRAND? Great brand loyalty
- 34. What favors NATIONALBRAND? Higher ******* perception
- 35. What favors NATIONALBRAND? Higher quality perception
- 36. What favors NATIONALBRAND? Higher ************ value
- 37. What favors NATIONALBRAND? Higher aspirational value
- 38. So where arethe CONSUMER S going ?
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- 40. What we haveto remember is
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- 42. Low Involvement Category– private labels for sure
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- 46. Niche CategoryPrivate labelsmostly but to each its own
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- 49. For more funon branding- www.troikaconsulting.in www.facebook.com/troikaconsulting talk@troikaconsulting.in