Clik here to view.
FACTORS IN THE SUCCESS OF DISTRIBUTORS’ BRANDS
As always, the rise of a new brand is also the result of the actions (or lack of action) taken by the competition. For example, distributors’ brands have strong market share in the cosmetics sector in...
View ArticleClik here to view.
OPTIMISING THE DOB MARKETING MIX
The notion of a distributor’s brand is therefore heterogeneous, offering the store a range of possibilities for getting its overall offer across. Research has analysed how each type of distributor’s...
View ArticleClik here to view.
THE REAL BRAND ISSUE FOR DISTRIBUTORS
As has been shown above, the distributor’s brand is not a brand like the others. It is subject to three conditions: it must express the values of the store, position itself in relation to the big...
View ArticleClik here to view.
COMPETING AGAINST DISTRIBUTOR’S BRANDS
We are frequently asked, how is it best to compete with distributors’ brands, which are – as their market share attests – the number one competitor of the big brands? Procter & Gamble Europe has...
View ArticleClik here to view.
FACING THE LOW-COST REVOLUTION
It would be hard to underestimate the rise of hard-discount and lowest-price ranges as a fundamental phenomenon in mature societies. Offering a reduced range or a pared-back service at an unbeatable...
View ArticleClik here to view.
SHOULD MANUFACTURERS PRODUCE GOODS FOR DOBs?
One of the questions all company managers ask concerns the opportunity to work for distributors’ brands. This question is even more urgent today, since with the shrinking of the shelf space allocated...
View ArticleClik here to view.
LUXURY, BRAND AND GRIFFE
Recently there has been a surge of interest in luxury brands. It is true that they are the polar opposite of low cost: here, the company has complete freedom to fix its prices – as high as possible....
View ArticleClik here to view.
SERVICE BRANDS
There is no legal difference between product, trade or service brands. These are economic distinctions, not legal ones. By focusing only on branding per se, ie on signs only, the law does not help us...
View ArticleClik here to view.
BRAND AND NATURE: FRESH PRODUCE
Many mass-consumption food product brands were born through the disappearance of fresh produce in bulk. Sweetcorn, peas and gherkins were all canned, giving birth to Green Giant, Saupiquet, d’Aucy,...
View ArticleClik here to view.
PHARMACEUTICAL BRANDS
Some might be surprised to hear talk of pharmaceutical brands, since the role of a drug’s constituents, and therefore of the intimate link of the active ingredients with the success of the drug, seems...
View Article
