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.
Brandinnova is a research center at the Norwegian School of Economics with a focus on current branding-related issues. The purpose is to generate cutting-edge insights on how to make brands attractive in the modern economy, and contribute proactively to the development of advanced branding competence and skills in Norwegian companies. To this end, Brandinnova cooperates closely with NHH Executive and with Norwegian and international companies.
STRATEGIC PARTNERS
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Research areas
- Branding of innovations and start-ups
- Branding and consumer psychology
- Branding and sustainability
- Strategic brand management & leadership
- Generic branding and labeling
- Branding and the new value chains
- International and origin branding
See our published research on our research page:
Reviews and comments
National Export Advisory Board recommends cooperation with Brandinnova
The National Export Advisory Board recommends that national export industries on ready-made products cooperate with Brandinnova in the effort to increase international branding effectiveness and stimulate value creation. The board presents several interesting measures to increase exports. See the report here.
The new Made-in-Norway label
Today the Minister of Trade & Industry, Mr. Vestre, launched the new Made-in-Norway label. Brandinnova has been an academic partner and advisor in the development of the new label and the strategy for implementation.
Points-of-parity are sometimes more important than points-of-differentiation
Traditional marketing literature directs brand managers to highlight the attractive and distinguishing attributes of their brands, the points-of-differentiation. However, a recent study suggests that brand managers should first assure that the brand is not perceived as poorer than the competition on any important attributes (Park and Chang 2022).