Brand Loyalty, The Battleground for Private Brands

michelle-barryOn Tuesday, December 8 from 10:00 am – 10:15 am, Michelle Barry, Ph.D., Senior Vice President of The Hartman Group will present a webinar titled Private Label 2010: Three Key Battlegrounds for Brand Loyalty. I had the privilege of seeing Michelle present last month at The Private Label Impact Conference in Chicago and if you are in the Private Brand business the work she and the Hartmann Group are presenting is incredibly relevant.

Here is the Hartmann Groups description of the webinar:

The epic conflict between private label and national brands reaches new heights. The media and industry analysts have been quick to jump on the current economic crisis bandwagon as the impetus for the recent heightened interest in private label sales. They have gazed into their crystal balls to predict the success of private label and, thus, the threat to national brands. The question at hand: is private label a panacea for retailers or a flash in the pan?

This FREE 15-minute WebinarExpress explains why we believe the real battleground for private label and national brands is in the retail space at the category level. Our research finds that the tug of war over who garners the greater share of shelf space is being waged on the basis of two criteria: the level of quality distinctions and the strength of brand heritage (aka, national brand loyalty).

Join us for this FREE provocative webinar as we cover these key topics:

• Culture is driving redefinition of brands
• The “one” big question: role of the economy
• Brand halo effect
• Strategic opportunities: Three key battlegrounds for brand loyalty

Register for the webinar.



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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.