9 June 2005

Private Labels Are Brands, Too

"Private label goods" are the Rodney Dangerfields of the brand world. But they must be respected, recognized, and managed just like any other brand.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Marketers have long treated "store" brands and "private labels" as inferior to big-name brands. But product marketers and retail chains don't determine the status of a brand -- consumers do.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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