Are There Too Many National Brands?

Safeway CEO Steve BurdIn this article from Dow Hones Steven Burd Chief Executive Officer of Safeway discusses the glut of National Brands and the opportunities for Private Brands. If he is correct it could dramatically change the brand landscape and many second and third tier brands could join the ranks of now deceased brands.

Safeway CEO Sees Glut Of National Brands
NEW YORK -(Dow Jones)- Safeway Inc. (SWY) Chairman and Chief Executive Steven Burd said there is a glut of name-brand products and that some will likely disappear in the wake of the recession as manufacturers cut products.
“I do think that there probably are more national brands out there in various categories than there really needs to be,” Burd said Wednesday at a Goldman Sachs retail conference. The situation might put some pressure on consumer- product companies to rationalize their product lines, he added.
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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.