The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …

assortment decisions, dual-brand manufacturers, positioning, branding, consumer preferences, online context, economic crisis …

between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and … Brand Coexistence -- 5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands -- 6. Research … Paradigm, Research Method and Research Design -- 7. Private Label and Manufacturer Brand Research Execution -- 8. Empirical …

This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing … that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a …, brand equity and collaborative relationships. Lastly, a wide variety of theoretical and methodological approaches were also …

Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal … and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and … to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing …

This book presents the latest research and recent studies in the field of national brand and private label marketing …. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning …