WHY OWN BRANDS ARE HAVING THEIR MOMENT — AND HOW RETAILERS ARE CAPITALISING ON IT
Fortune favors the bold in retail. Or at least, a substantial market share. How can retailers capitalize on the widespread appreciation for and growth of own brands? This whitepaper delves into this by exploring a mindset of market leadership, crafting a unique brand narrative, and harnessing the power of design.
Success of private label
The days when own brands were seen as just a cheap alternative to premium brands seem to be over. In recent years, the market share of own brands has been on the rise. Retailers with powerhouse brands have struck gold. But what’s driving this growth? How do successful brands win over consumers? And what role does design play in all this? In this white paper, marketing, brand and design managers from Dutch retail giants Albert Heijn, Blokker, Etos and Sligro, along with our brand positioning strategists and creatives, share their insights.
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The retailer's perspective
Those at the forefront of this transition are, of course, the retail brands themselves. To understand how they are experiencing the rise of own brands, we spoke with four key players in the Netherlands: Albert Heijn, Blokker, Etos and Sligro. How do they account for the recent success of own brands? What lessons have they learned for the future? And, in their view, what defines a strong brands today?
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Building a powerhouse brand
To turn your own brand into a powerhouse brand with the goal of building top-of-mind awareness and market leadership, you need to leverage your brand positioning, marketing and design. How can own brands diff erentiate themselves from their premium competitors through their brand story and expressions? How do you build a strong, unique brand — and what role does design play in this process?
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Our
insights
Own brands are a potential gold mine for retailers. They provide a fantastic opportunity to support and reinforce your retail brand by telling a relevant story and having a unique identity. Below, we present our three key insights for retailers aiming to build strong own brands.
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