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Private Label : = Turning the Retail Brand Threat into Your Biggest Opportunity.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Private Label :/
其他題名:	Turning the Retail Brand Threat into Your Biggest Opportunity.
作者:	Lincoln, Keith.
其他作者:	Thomassen, Lars.
面頁冊數:	1 online resource (312 pages)
標題:	Retail trade. -
電子資源:	Click to View
ISBN:	9780749452865

Private Label : = Turning the Retail Brand Threat into Your Biggest Opportunity.
Lincoln, Keith.

Private Label :Turning the Retail Brand Threat into Your Biggest Opportunity. - 1st ed. - 1 online resource (312 pages)

Intro -- Contents -- Acknowledgements -- Introduction: the new privatization -- Part 1 Understanding the opportunity -- 1 Private facts -- The nature of the beast -- The global facts -- The local facts -- The brand facts -- The people facts -- The dependence facts -- The category facts -- 2 Private myths -- Myth 1: Private Labels are for people who buy Private Label -- Myth 2: We buy Private Label now and then -- Myth 3: Private Labels are for people with no money -- Myth 4: It can't grow any bigger -- Myth 5: Private Labels are not business builders -- Myth 6: People don't like Private Label -- Myth 7: Let's call it anything except a brand -- Myth 8: It's not profitable anyway -- 3 Private past -- We've seen it all before! -- But a funny thing happened 'on the way to the forum'! -- The new old thing -- Freedom brands - blame the French -- 4 Private present -- The trends show the way -- It's a brand, stupid! -- The US experience -- The UK experience -- A closer look at some key brands -- And the trend continues… -- 5 Private future -- How big can it get? As big as you want it to get! -- The volume versus value distortion -- Heaven or hell, opportunity or threat -- Will it continue to grow? -- What determines the future? -- Private Label drivers -- The online driver -- The Tesco effect -- Part 1 summary and implications -- Part 2 Identifying the opportunity -- 6 The S&amp -- S X Global Research Report -- An 'all parties' perspective -- 7 The shopper perspective -- Let's start with the shopper -- Achieving product parity -- Category differentiation -- The shopper's Private future -- 8 The brand perspective -- The silent wall -- The other side of the coin -- 9 The retailer perspective -- Finally the retailers! -- 10 The overall perspective -- We agree to disagree -- Part 2 research summary: key points -- Part 3 Retailizing the brand opportunity.

Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands.

ISBN: 9780749452865Subjects--Topical Terms:

561513
Retail trade.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5429

Dewey Class. No.: 658.827

Private Label : = Turning the Retail Brand Threat into Your Biggest Opportunity.
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505 0 $a Intro -- Contents -- Acknowledgements -- Introduction: the new privatization -- Part 1 Understanding the opportunity -- 1 Private facts -- The nature of the beast -- The global facts -- The local facts -- The brand facts -- The people facts -- The dependence facts -- The category facts -- 2 Private myths -- Myth 1: Private Labels are for people who buy Private Label -- Myth 2: We buy Private Label now and then -- Myth 3: Private Labels are for people with no money -- Myth 4: It can't grow any bigger -- Myth 5: Private Labels are not business builders -- Myth 6: People don't like Private Label -- Myth 7: Let's call it anything except a brand -- Myth 8: It's not profitable anyway -- 3 Private past -- We've seen it all before! -- But a funny thing happened 'on the way to the forum'! -- The new old thing -- Freedom brands - blame the French -- 4 Private present -- The trends show the way -- It's a brand, stupid! -- The US experience -- The UK experience -- A closer look at some key brands -- And the trend continues… -- 5 Private future -- How big can it get? As big as you want it to get! -- The volume versus value distortion -- Heaven or hell, opportunity or threat -- Will it continue to grow? -- What determines the future? -- Private Label drivers -- The online driver -- The Tesco effect -- Part 1 summary and implications -- Part 2 Identifying the opportunity -- 6 The S&amp -- S X Global Research Report -- An 'all parties' perspective -- 7 The shopper perspective -- Let's start with the shopper -- Achieving product parity -- Category differentiation -- The shopper's Private future -- 8 The brand perspective -- The silent wall -- The other side of the coin -- 9 The retailer perspective -- Finally the retailers! -- 10 The overall perspective -- We agree to disagree -- Part 2 research summary: key points -- Part 3 Retailizing the brand opportunity.
505 8 $a 11 For every threat there's an opportunity -- Back to spiffing! -- Redefining the brand -- Better understanding the threat -- 12 The Private principles -- The Private Label Way -- The 10 principles -- 13 Private principle 1: Running the risk and living the reality -- Headlines -- Reorganize to reflect the future, not the past -- Begin by asking three questions -- Become PRIVATE CENTRIC -- Why the conventional simply isn't good enough -- Summary and opportunities -- Actions to consider -- 14 Private principle 2: Retailize and be radical -- Headlines -- Avoiding the conventional -- Question the status quo -- Make sure you're not a commodity -- Love me do, love me not -- To supply or not? -- Cut the tail -- Develop a brand price architecture -- Decide if you are 'in' or 'out' -- Prove you still have a role -- Summary and opportunities -- Actions to consider -- 15 Private principle 3: Tomorrow's global, social and environmental issues are your opportunities today -- Headlines -- Trusting in the future -- Greenwashing versus realizing the big issues -- The big issues defined -- Big global issue 1: health issues -- And it's not just the small brands -- Big global issue 2: participation issues -- Big global issue 3: lifestyle issues -- One for all and all for one -- Summary and opportunities -- Actions to consider -- 16 Private principle 4: Educate, navigate and inspire -- Headlines -- Become the educators -- Ensure you have the armour to compete -- How to build tomorrow's loyalty? -- Get real! -- Summary and opportunities -- Actions to consider -- 17 Private principle 5: Winning 'mind shelf' is the name of the game -- Headlines -- The fight for space -- A very new shelf of the future starts to emerge -- Consistent, consistency -- Category disruptors -- Summary and opportunities -- Actions to consider.
505 8 $a 18 Private principle 6: Innovate, imagineer and involve -- Headlines -- i, i and i -- i number one… innovation -- i number two… imagineer -- i number three… involvement -- Summary and opportunities -- Actions to consider -- 19 Private principle 7: Restore and reinvent the store -- Headlines -- The retail store of the future and how it would look -- Fresh every day -- Really, really understand the shopper -- Involvement retailing -- Summary and opportunities -- Actions to consider -- 20 Private principle 8: Catalyse your communications and brand from till to TV -- Headlines -- Creativity is all - but where should it be? -- Build yourself a private room -- Private creation -- Customize the creative reaction -- Keep them creatively surprised -- Strive to improve your retail positioning -- Get closer -- Creatively extend in-store -- Getting them to love you -- Summary and opportunities -- Actions to consider -- 21 Private principle 9: Collaborate and cooperate through co-opetition -- Headlines -- Co-opeteting -- Brand co-opetition -- Retail co-opetition -- Summary and opportunities -- Actions to consider -- 22 Private principle 10: Shopper solutions steal share of wallet -- Headlines -- Money, money, money -- Ideas, ideas, ideas -- Summary and opportunities -- Actions to consider -- Part 4 Retailizing the retailer opportunity -- 23 For every opportunity there's an even bigger opportunity -- The rise of the responsible retailer brand -- What's new and what's next? -- WFM - a way forward -- Traffic lights for health -- What's the real benefit? -- Summary -- 24 Retailer Private principles 1 to 5 -- Accept too -- Changing the mentality -- Embracing the big issues -- Multi-tier Private Label strategy -- Crowd clout -- Summary and opportunities -- Actions to consider -- 25 Retailer Private principles 6 to 10 -- The intention economy -- Learning how to innovate.
505 8 $a Learning to involve -- Learning how to imagineer -- Relationship marketing -- Keep it simple -- Learning how to brand -- Dealing with change -- Dealing with reality -- Summary and opportunities -- Actions to consider -- Part 5 Conclusions -- 26 Realizing the opportunity together -- Brand opportunity summary -- Retailer opportunity summary -- Postscript: Privatizing the brand -- Appendix 1: Saatchi &amp -- Saatchi X Research Questionnaire -- Appendix 2: Key references -- Index.
520 $a Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands.
588 $a Description based on publisher supplied metadata and other sources.
590 $a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
650 0 $a Retail trade. $3 561513
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Thomassen, Lars. $3 568100
776 0 8 $i Print version: $a Lincoln, Keith $t Private Label $d London : Kogan Page,c2007 $z 9780749450274
797 2 $a ProQuest (Firm)
856 4 0 $u https://ebookcentral.proquest.com/lib/nfu/detail.action?docID=319677 $z Click to View