Private labels can compete effectively in
almost any product category. The authors identify four types of private labels: generic, "value" category; the copycat brand, which apes the qualities of a premium brand; the premium store brand,
which may be sold at the same or even a higher price than those of other manufacturers; the "value innovators"--IKEA is a good example--that offer their own value-for-money brand.
Brands are not dead, the authors say. But premium-brand manufacturers must fight to justify any price gap and perceived quality advantage. They must "innovate brilliantly, partner effectively, fight selectively and create winning value propositions."
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