How store brands build retailer brand image
نویسندگان
چکیده
منابع مشابه
The Strategic Positioning of Store Brands in Retailer–Manufacturer Negotiations
Store brands are the only brands for which the retailer is responsible not only for promotion, shelf placement, and pricing, but also for positioning the brand in product space. We argue that retailers strongly value control over store brand positioning because they will be unable to source a national brand with their desired product positioning. This is because retailers have an incentive to p...
متن کاملFood Marketing Policy Center Assessing the Impact of Retailer Store Brand Presence on Manufacturer Brands in an Equilibrium Framework
This article assesses the impact of retailer own-labeled products on manufacturer brand prices, profitability, and consumer welfare. Using chain-level retail scanner data from Boston’s white fluid milk market the analysis estimates a random coefficients logit demand model employing a mathematical programming equilibrium constraint(MPEC) method. One can compute profit margins implied for a set o...
متن کاملLethal Brands: How VEOs Build Reputations
ISIS has run the most effective social media marketing campaign in history. In fact, violent extremist organizations (VEOs) market their ideology and organizations to a global audience in ways that rival even the savviest of conventional organizations. However, applying marketing theory and methodology to study VEOs has not been done to date for the security community. Thus, the goal of the pre...
متن کاملHow brand names are special: brands, words, and hemispheres.
Previous research has consistently shown differences between the processing of proper names and of common nouns, leading to the belief that proper names possess a special neuropsychological status. We investigate the category of brand names and suggest that brand names also have a special neuropsychological status, but one which is different from proper names. The findings suggest that the hemi...
متن کاملPositioning of Store Brands
We consider the retailer’s store brand (SB) positioning problem in a market with two national brand (NB) competitors. In the context of our model, two brands are assumed to be positioned close to each other if the “perceptual” distance between the two brands is small, and positioning affects the degree of price competition. Our game-theoretic model indicates that the optimal strategy for the re...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Retail & Distribution Management
سال: 2012
ISSN: 0959-0552
DOI: 10.1108/09590551211239846