The buying of private brands and manufacturer brands in grocery retailing: A comparative study of buying processes in the UK, Sweden and Italy

Article Abstract:

The reasons for the growth of private brands as a brand category in grocery products is investigated by comparing the buying processes for manufacturer and private brands in three European countries. The study analyses how the extension of the buying process, and the organizational contexts they operate in, effect upon the complexity in the retail buying process.

Italy, Product development, General services, Sweden, Science & research, Equipment Purchase Analysis, Research, Analysis, Purchasing, Private labeling, Private label products

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Customers' responses to retail brand extensions

Article Abstract:

The relationship between a core brand focuses on retail operations and an extension brand built around financial services operations is analyzed. It is concluded that if the customer perceives the brand extension to be implemented poorly the relationship between the customer and the original brand is compromised.

Financial Services, Finance and Insurance, DEPOSITORY INSTITUTIONS, Financial services industry, Customer relations

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How brand portfolios have changed: a study of grocery suppliers brands from 1994 to 2004

Article Abstract:

With reference to study on grocery suppliers brand strategies during 1994 and 2004, the latest trends in corporate branding structures are examined. The pressure of emerging market competitions and globalization on the portfolio of brand identities to be managed by firms is analyzed.

Forecasts, trends, outlooks, Market Targeting & Approach, Case studies, Forecasts and trends, Marketing, Market trend/market analysis, 21st century AD, 20th century AD, Company marketing practices, Market strategy, Globalization, Brand identity

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