Investing in Store Brands

Andrew Wileman and Michael Jary

Chapter 9 in Retail Power Plays: From Trading to Brand Leadership, 1997, pp 134-152 from Palgrave Macmillan

Abstract: Abstract One of the key characteristics of brand-building retailers, compared to retail traders, is an investment mentality: a willingness to make consistent, patient investment in building the brand franchise over the long term. This characteristic is what producers argue is lacking in many retailers.

Keywords: Market Share; Switching Cost; Producer Brand; Brand Position; Private Label (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1007/978-1-349-14378-8_10

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