From private labels to the creation of own labels

Agathe Lesage

Master's thesis

Abstract:

Current research on distributor s brand management has focused on the emergence of the private labels in the retail companies. However, the strategy of branding of the retail companies is progressing very fast. The new strategy of branding consists in creating Distributor s Own Brand instead of private labels. It allows the retailer to create fully-fledged brands so they can directly speak to their target. The basic question explored in this study is whether the retailers should or not create Dustributor s Own Brands instead of private labels. First, a literature review traces the history of the creation of private labels, defines the important meaning of Distributor s Own Brand, explains the new strategy of branding and raises the difficulties of managing Distributor s Own Brands. Then, two survey were conducted which showed the motivations and the benefits of Distributor s Own Brands. The first one is a questionnaire made to random customers and consumers. The last one an interview made to three Distributor s Own Brand managers of the consumer goods sector.

Keywords

manufacturer brand, Distributors Own brand (DOB), Branding, retailer, conduct of changing, brand management, private label

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2017

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management