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PRIVATE LABELS V/S NATIONAL BRANDS
What is a BRAND ?
Let’s start by breaking some
MISCONCEPTION
a BRAND is not a LOGO
a BRAND is not a PRODUCT
Gut feeling about a
product, service or an organization
is a BRAND
It’s a PERSON’S gut feeling, because brands are defined by individuals, not
companies, markets, or publics. It’s a GUT FEELING because people are
emotional, intuitive beings.

IN OTHER WORDS
Its not what YOU say it
is
Its what THEY say it is
So what is most

IMPORTANT
to make a brand?
DIFFERNTIATION
RADICAL
DIFFERENTIATION
What is a PRIVATE LABEL?

It is a label that is owned by the departmental/retail store it is sold in
What is a NATIONAL BRAND?

All of us know, don’t we ?
PRIVATE LABELS
STOP by
NUON by
SHER SINGH by
@OFFICE by

KIRKLAND by
ALFANI by
WHY DO
PRIVATE LABELS
EXIST ?
How
PRIVATE LABELS
Differentiate Themselves ?
VALUE PRIVATE LABEL
Differentiation through low/value pricing
PREMIUM PRIVATE LABEL
Differentiation through innovative products
What favors PRIVATE LABEL?
What favors PRIVATE LABEL?

Able to **** segment
consumers
What favors PRIVATE LABEL?

Able to mini segment
consumers
What favors PRIVATE LABEL?

Able to see **** in the market
very clearly
What favors PRIVATE LABEL?

Able to see gaps in the
market
very clearly
What favors PRIVATE LABEL?

Able to ******** products
What favors PRIVATE LABEL?

Able to customize products
What favors PRIVATE LABEL?

No/Low *********** cost
What favors PRIVATE LABEL?

No/Low advertising cost
What favors PRIVATE LABEL?

Better placement in *****
What favors PRIVATE LABEL?

Better placement in store
What favors NATIONAL BRAND?
What favors NATIONAL BRAND?

Great ***** loyalty
What favors NATIONAL BRAND?

Great brand loyalty
What favors NATIONAL BRAND?

Higher ******* perception
What favors NATIONAL BRAND?

Higher quality perception
What favors NATIONAL BRAND?

Higher ************ value
What favors NATIONAL BRAND?

Higher aspirational value
So where are the

CONSUMER
S
going ?
There are

NO CORRECT
answers,
except a few
What we have to remember is
Low Involvement Category
Low Involvement Category –
private labels for sure
High Involvement Category
High Involvement Categorynational brands
Niche Category
Niche CategoryPrivate labels mostly but to
each its own
Let’s
Have

***
Let’s
Have

FUN
For more fun on branding-

www.troikaconsulting.in
www.facebook.com/troikaconsulting
talk@troikaconsulting.in

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Private Labels vs. National Brands