This article from Supermarket News takes a look at Private Brand Marketing with examples from Publix, Spartan Stores, Kroger and Fresh & Easy Neighborhood Markets.
How Store Brands Turn Feedback Into Marketing
Private label is red hot, but even more interesting than its market share is its marketing.
On the one hand, retailers are trumpeting their own-brand value messages, with some — notably Publix — even offering free store-brand-equivalent products to customers purchasing certain national-brand items. The point is to promote product trial.
Read the entire article. How Store Brands Turn Feedback Into Marketing