Strategic Brand Consultancy
Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, twice as much (!) as the profit they make from other brands. Consequently, PL has been treated as a “cash cow.” Money was invested in PL, the product, not PL, the brand. Well, not …
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Almost all of us buy private label brands (PL). But have you ever wondered why? Low price is, of course, the critical reason. But would it be enough to explain it all? What goes through our minds when we buy PL? What happens afterward? Which archetypal forces are controlling us? So let’s analyze a little. …
Did you know private label brands (PL) have existed for almost a century? Back in 1928, it was the Swiss who introduced the concept. And since then, PL has been spreading like wildfire. However, PL is more than growing: it is “evolving.” Today, we are witnessing a quiet renaissance, which deserves to be analyzed. This …