Konferenzbeitrag
Scenarios of developing private brands for food products
Private brands are those manufactured or provided by one company for offer under another company's brand. They are often positioned as lower-price alternatives to national brands, and they are helping retailers to build sustainable relationships with their customers. The objective of this research is to identify the main directions of developing private brands for food products. Pursuing this, a documentary study was carried out, analyzing the situation of using private brands on different markets around the world. Research findings showed that private branding strategies differentiate themselves depending on the type of market: developed markets and emerging markets. In developed markets, there are great opportunities for development of premium segments, with top quality products and higher price, which gives the chance for higher differentiation of retailers and increased loyalty. In emerging markets, private label products have great potential, growing together with retail modernization and consolidation. These results are useful for retailers in their efforts to decide strategies for their private brands.
- Language
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Englisch
- Bibliographic citation
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In: Agrarian Economy and Rural Development - Realities and Perspectives for Romania. 6th Edition of the International Symposium, November 2015, Bucharest ; Year: 2015 ; Pages: 434-440 ; Bucharest: The Research Institute for Agricultural Economy and Rural Development (ICEADR)
- Classification
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Wirtschaft
- Subject
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Private brands
food retail
emerging markets
premium products
- Event
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Geistige Schöpfung
- (who)
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Ion, Raluca Andreea
Ariciu, Adrian Laurentiu
- Event
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Veröffentlichung
- (who)
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The Research Institute for Agricultural Economy and Rural Development (ICEADR)
- (where)
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Bucharest
- (when)
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2015
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Konferenzbeitrag
Associated
- Ion, Raluca Andreea
- Ariciu, Adrian Laurentiu
- The Research Institute for Agricultural Economy and Rural Development (ICEADR)
Time of origin
- 2015
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