Private Brand Marketing Steps Up.

This article from Supermarket News takes a look at Private Brand Marketing with examples from Publix, Spartan Stores, Kroger and Fresh & Easy Neighborhood Markets.

SN_logoHow 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



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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.