Private Label Strategies in Europe

Isabelle Schuiling and Renaud Cogels
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Isabelle Schuiling: Louvain School of Management, UCL

Chapter 7 in Diversity in European Marketing, 2012, pp 155-177 from Springer

Abstract: Abstract In this chapter, we will first review the overall evolution of private labels in the world. We will elaborate on the differences between Europe and the US and understand the reasons for the growth of private labels. Next, we will review what are the objectives followed by retailers in the development of private labels and the different types of private labels that retailers have created over the years.

Keywords: Brand Equity; Private Label; Store Brand; National Brand; Price Promotion (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-6976-7_7

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DOI: 10.1007/978-3-8349-6976-7_7

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