Private Label

I am often asked, what are the pros and cons of having your own brand, versus supplying the product for someone else’s brand. As in anything, there are two sides of the coin, but deciding which way to go should never be a coin toss. More often than not, it is not an either/or proposition … it is both.

Consumers are definitely giving retailers permission to grow their private label brands. The real question is will retailers grow private label brand value or simply grow more private labels?

David Jason’s voice wafts into British living rooms as images of everyday life fill the screen. ‘Some things in life just have to be,’ he intones. It’s not meant to be prize-winning creative work. It’s the latest part of Heinz’s increasingly successful strategy to fight private labels. The food giant offers a playbook on how to survive and prosper in an age of own-label brands.

So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What’s the biggest fast moving consumer goods (FMCG) brand in America?

The Germans are coming. That was the clear message from TNS, which revealed that German discount retailer Aldi had grown its sales in the UK by 20% in the past three months compared with the same period in 2007.