November 5, 2010
/ Print / Reprints /
/ Text Size+

Private brand excellence requires retailers to adopt a new mindset. It requires that the retailer incorporate private brand as the critical part of their strategy - and not as a nice-to-have element. Retailers must live and breathe brand in every aspect of their business.
They must demonstrate their commitment to both their retail brand and their private brands by consistently implementing the full range of communication tactics so that every customer and associate is certain of their commitment.
Over the last 30 years, few retailers have been able to apply a consistent day in and day out effort to truly build their private brands. Target, Loblaws, Tesco and Trader Joe’s have all been able to capture share and build customer loyalty, but even they have had their missteps.

So what are the keys to private brand success?



• Develop focused, consumer relevant brands and commit to building them as corporate assets.

• Create a dedicated brand team.

• Commit to long-term brand building while encouraging short-term growth.

• Focus on a strategy that builds a portfolio of consumer relevant private brands.

• Build one-, three-, five- and 10-year plans and enlist the entire organization to make them happen.

• Do not confuse brand management with product development.



• Consistent package design validates the customer decision and lets the customer easily recognize the brand.

• Consistent quality is essential.

• Consistent merchandising enhances the brand recognition.

• Celebrate your brands as assets.

• Marketing is crucial.

• Consistent pricing clarifies the brand positioning.



• Build a culture that both rewards and expects innovation.

• Develop brands that, at their core, are innovative.

• Encourage and reward all partners who bring innovation.

• Create innovation in all brands.

• Commit to both incremental and radical innovation.


What will YOU do?


About the Author:

Christopher Durham has more than 15 years of brand-building experience. His career has focused on private brand and retail brand development and strategy. My Private Brand ( is his daily private brand blog, dedicated to fostering innovation, encouraging debate and writing the next chapter of brand management.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Christopher Durham

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace