Name Brand, No Brand or Private Brand?

Photo by Neil Duckett
Photo by Neil Duckett

After my recent post “Retro Cool or Just Bad Brand Strategy” on the retro redesign of Loblaw’s “No Name” brand I discovered this post “Quarter Pounder Opens In Shibuya & Omotesandoon” a test McDonald’s is running in Tokyo.  The concept is minimalist and dramatic some would say generic, and certainly similar to that “No Name” redesign. The menu is correspondingly simple featuring: a Quarter Pounder with Cheese Meal and a Double Quarter Pounder with Cheese Meal. According to Neil Duckett the stores seem to be doing well.

So the question remains is this Name Brand, No Brand or Private Brand or some stunt from McDonalds that lives in between the three. My first reaction is that is a brilliant stunt that capitalizes on the Quarter Pounder as brand, creating a boutique venue for it to shine in. So McDonalds=National Brand, Big Mac=Private Brand?

Photo by Neil Duckett
Photo by Neil Duckett


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.