Retailer own-branded products, known as Private Labels, have been steadily gaining market share over the last few decades and now account for about one third of Fast Moving Consumer Goods’ sales. As a result, increasing attention is being paid to leveraging the most from Private Labels, while national brands are undergoing a marketing shift in an effort to counteract this.

hdl.handle.net/1765/40045
RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
Rotterdam School of Management (RSM), Erasmus University

Szymanowski, M. (2013). The competitive advantage
of private label branding in FMCG. RSM Discovery - Management Knowledge, 13(1), 14–15. Retrieved from http://hdl.handle.net/1765/40045

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