Private label : turning the retail brand threat into your biggest opportunity / Keith Lincoln & Lars Thomassen.

Includes bibliographies and index

Private Label is a gripping and persuasive study of this retail sensation. Based on exclusive worldwide research by Saatchi & Saatchi X it encourages brand owners to see the Private Label? problem as a genuine business opportunity that will inspire them to really innovate. This book is for retailers too, as Private Label is also a challenge for them and they need to control it profitably without damaging their own business. The way forward, as a key player has noted, is cooperation: "It is not necessarily a threat. It?s a challenge and an opportunity." (Swedish Marketing Director, Saatchi & Saatchi X Study). To help both brand owners and retailers rise to this challenge, the authors have developed a unique ten-principle prog-ramme based on the following: facts and myths that surround Private Label - what it is and how it will affect you; issues that are directly relevant to your business; opportunities for brand owners; opportunities open to retailers; implications for the future - how we can all win by working together. Punchy and provocative, Private Label encourages both brands and retailers to reinvent themselves continually through shopper insight, leveraging mega-trends, deeper brand involvement and value innovations. In doing so, they can add value too.