It also finds that consumers are least likely to swap the Kraft, Coca-Cola and Tide brands for store brands. "Tide is certainly a head-scratcher," Sauer writes. "Given the bevy of
private label laundry detergents on offer from almost every large retailer ... and the difficulty of distinguishing Tide's cleaning properties from that of a private label ..., the brand's
strong performance should leave brand owners scrambling to break down Tide's brand characteristics and aspirational qualities in a quest to adopt them as their own."
Speaking of private label, Stacy Straczynski reports in Brandweek that
7-Eleven is expanding its 7-Select private label line to include 15 bakery-type snack products. Joe Hermes, 7-Eleven senior product director for bakery and produce, feels that saving money is not
enough motivation to keep consumers coming back.
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"Our goal was to match or improve on the taste and quality of the baked goods by the national brands," he says. "If you can do that and save a customer money, they're more likely to become loyal to that product."