Private labels vs national brands
Chair of Brandinnova, Professor Magne Supphellen, gave a talk on the competition between private labels and national brands in the food and grocery industries this week in Oslo at the annual FOOD conference.
From the perspective of the consumer, the critical issue is the perceived attractiveness of the brands, regardless of the kind of producer, Supphellen noted. The winners of the competition will be the players that develop agile marketing cultures and systems that enable brand managers to innovate quickly based on consumer insights and loyalty to the brand positioning.