|
The best example of private label branding is Trader Joes. Their stratigies and products were often discussed in meetings with brand managers when I was the marketing manager for a major food service distributor. Food retailers and distributors were some of the first to offer "exclusive" brands. Trader Joes has taken that to a whole new level in that arena.
MOST other retailers now have their own "private lable" products that many people don't even realize they aren't buying a national brand when purchasing. Macy's hip clothing line, INC is their own brand, but most people don't even realize that when purchasing and expect the quality to be as high as the other manufacturer brands in the department next door.
It's a fascinating area of marketing and one that is changing quickly. Over 5 years, my job became more and more about marketing our own exclusive brands while still walking a fine line with major manufacturers (who cut us the sweetest deals and brough in the majority of my marketing income).
|