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Private & own-label brands

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no name: Simple Check

Article • WARC Cases, October 2021

As one of the original private label brands, no name – made by grocery retailer Loblaw – had a proud heritage but was now facing intense competition and perceptions of low quality.

Co-op Honest Value: Own-label is branding too

Case Study • APG (UK), Entrant, 2021

Co-op, a food retail brand, launched a campaign in the UK to improve its price perceptions and advertise its own-label value range that was 20-50% cheaper than the next range up.

Analyzing proprietary, private label, and non-brands in fresh produce purchases

Research Paper • Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, and Svetlana Bogomolova, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 597-619

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands.

Calgary Co-op: Cal & Gary’s launch

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Calgary Co-op, a grocery business, began a new relationship with a food distributor in an attempt to introduce its own high-quality products and fair prices in Calgary, Canada.

Calgary Co-op: Cal & Gary’s launch

Case Study • Effectiveness Ladder Campaign, Entrant, Instant Impact, 2021

Calgary Co-op, a grocery business, began a new relationship with a food distributor in an attempt to introduce its own high-quality products and fair prices in Calgary, Canada.

What we know about private label brands

Article • WARC Best Practice, May 2021

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

IRI’s recession guidelines for CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.

Three challenges brands need to overcome in e-commerce

Article • Chris Perry, WARC Exclusive, March 2020

The e-commerce landscape is rapidly changing, with new challenges arise that brands need to be ready to tackle.

How Tesco used insight to guide the strategy and execution of a new entry tier range

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2019

Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.

Western supermarkets try to adapt to Chinese habits

News • 01 September 2019

Western supermarket chains have often struggled to adapt to the differing shopping habits of Chinese consumers, but those who intend to remain are increasingly focusing on ‘private label’ products and partnerships with e-commerce companie

From private label to private brand

News • 05 July 2018

EUROPE: Private label’s value share is growing by 4% a year across European grocery markets and reached 39.

Matsumoto Kiyoshi Holdings: End Embarrassment

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Waitrose 1

Case Study • Design Effectiveness Awards, Silver, 2018

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

What’s next for FMCG health & wellness in 2018

Article • Katherine Allmandinger, WARC Webinars, February 2018

Katherine Allmandinger, Manager of Strategic Insights Health & Wellness at Nielsen, explores the health and wellness trends happening across the store that are leading manufacturers and retailers to meaningful growth.

Vietnamese shoppers turn to private label

News • 18 January 2018

HO CHI MINH CITY: Private label currently accounts for a fraction of retail sales in Vietnam but that is set to change as modern retail spreads across the country.

The race for attention at the fixtures: How grocery brands are losing £4 billion in revenue

Article • Brian Carruthers, Event Reports, Marketing Week Live, March 2017

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Booths Own Label

Case Study • Design Effectiveness Awards, Gold, 2017

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Superdrug Facial Cleansing Wipes

Case Study • Design Effectiveness Awards, Silver, Design Effectiveness Awards, 2016

This case study describes how Superdrug used redesigned packaging to project the quality, efficacy and expertise of its own-brand facial wipes in the UK whilst retaining its 99p price point.

HyperCITY EveryDay: Journey from a private label to an ambitious brand

Case Study • Swati Baweja, Puja Shidolkar and Saswata Das, WARC Awards for Asian Strategy, Entrant, 2015

This case study explains how HyperCITY, a retail hypermarket in India, revamped its flagship brand, Everyday, with a new identity and brand personality.

Refine packaging design through neuroscience

Article • Felicetta Ortica, Thom Noble and Darren Bridger, Admap, October 2015, pp. 10-13

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Brand fight-back against private label: too little, too late?

Article • Tim Eales, Market Leader, Quarter 4, 2015, pp. 14-15

This article investigates whether the major supermarkets have already lost too much ground to the discounters to make a recovery.

Booths: Brand identity

Case Study • Design Effectiveness Awards, Silver, Design Effectiveness Awards, 2015

This case study explains how Booths, an independently run chain of food, drink and grocery stores in the North West of England, achieved a rise in sales in a cut-throat market by adopting a new corporate identity.

Shopper marketing: Grocery discount wars

Article • Tim Eales, Admap, February 2015, pp. 42-43

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.

Brand equity and store brand tiers: An analysis based on an experimental design

Research Paper • Óscar González-Benito, Mercedes Martos-Partal and Mariana Fustinoni-Venturini, Int. Journal of Market Research, Vol. 57, No. 1, 2015, pp. 73-94

The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands.

What we know about private label brands

Article • WARC Best Practice, May 2021

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Three challenges brands need to overcome in e-commerce

Article • Chris Perry, WARC Exclusive, March 2020

The e-commerce landscape is rapidly changing, with new challenges arise that brands need to be ready to tackle.
How Tesco used insight to guide the strategy and execution of a new entry tier range

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.
Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020, pp. 0-0

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
IRI’s recession guidelines for CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.
Refine packaging design through neuroscience

Article • Felicetta Ortica, Thom Noble and Darren Bridger, Admap Magazine, October 2015, pp. 10-13

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.