The New Strategic Brand Management, 5th Edition

05

Managing retail brands

Today, 50 per cent of all fast-moving consumer products sold on the shelves of supermarkets in Europe are retail brands or even no-brands. Gone is the time when brand management meant only big brands such as Ariel, Pampers, Gillette, Mars, etc. The new strategic brand management must extend its scope to this 50 per cent. In addition retail brands now include consumer durables, banking and travel services, telephone, utilities, petrol, pharmaceuticals and even B2B.

Restricted for a long time to the mass consumption sector, distributors’ brands are part of the competitive environment in the mass prestige store Sephora, automobile equipment (the Norauto tyre retail brand is the biggest seller in France), agricultural ...