Brand under attack from private labels -- Retailer strategies vis-à-vis private labels -- Competing on price with traditional private labels -- Competing on quality with premium store brands -- Competing for the rational consumer with value innovator own labels -- Encircling manufacturer brands with retailer brand portfolios -- Successful private labels are about more than just price -- Maximizing retailer profitability using private labels -- Manufacturer strategies vis-à-vis private labels -- Produce private labels for greater profits -- Partner effectively to craft win-win relationships -- Innovate brilliantly to beat private labels -- Fight selectively to marshall resources against private labels -- Create winning value propositions for manufacturer brands -- Are brands dead?.

Includes bibliographical references (p. [231]-247) and index.

"In Private Label Strategy, authors Nirmalya Kumar and Jan-Benedict E.M. Steenkamp debunk the long-standing myths about private labels, describe the new multilayered strategies that retailers are using for private labels, and challenge brand manufacturers to develop an effective response." "Based on international case studies and a survey of consumer insights, Private Label Strategy offers actionable strategies that you can develop today. The authors provide the tools you'll need to compete against - or collaborate with - private label purveyors, and explain why you must consider private labels when telling your brand's story."--Jacket.

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