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Brands, Private Label & AdvertisingPublished by: Supermarket Strategic Alert Published: Jan. 2, 2005 - 22 Pages Table of ContentsNew Product Scorecard Private label rules dairy Optimizing Product Lines Politically Correct Food Labels Trendspotter: Instore Advertising Brand Value Branding: A competitive tactic The store as a whole Case study: Meat department Krispy Kreme vs. Dunkin’ Donuts Re-energizing Boston Market Retailer as brand advisor Innovation not line extensions What Brands Stand For Packaged Goods Advertising Value Marketing Challenges Pitfalls of ‘fair trade’ claims Defending TV for mature brands Rethinking Marketing The Economist: Advertising Business Week: End of mass marketing New ways around the old problem Branding & Private Label Wild Oats in Stop & Shop SuperTarget expands private label lines Wal-Mart’s magazine Business Week/Interbrand Top 100 Branding trends Product Planning New product winners tough to come by Manufacturers use 800 numbers Branding: Art & Science: Memorable slogans, Loyalty and the brain Private Label Spotlight Status report Boots: British store brand in the US Managing Brands for the Long Run: Importance of new products, Importance of being #1 or #2, Importance of marketing support AbstractAs consumers become better informed, increasingly value-conscious and more environmentally and politically concerned, brands and private labels and their advertising come under the microscope.Always striving for a point of differentiation, national brands faced controversy about whether their advertising actually works, whether line extensions are new enough to be considered innovation and the cruel reality that if a product is not #1 or #2 in its category, it may not help the company after all. Private label and store brands again posted gains. Retailers are increasingly applying their learning, having watched manufacturers market for years. Closest to shoppers, retailers move quickly into opportunity areas—most recently into store-branded perishables, where margins are high.
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