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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 FEE...
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

A brief presentation highlighting differences between private labels and national brands.

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Private Labels vs. National Brands

  1. 1. PRIVATE LABELS V/S NATIONAL BRANDS
  2. 2. What is a BRAND ?
  3. 3. Let’s start by breaking some MISCONCEPTION
  4. 4. a BRAND is not a LOGO
  5. 5. a BRAND is not a PRODUCT
  6. 6. Gut feeling about a product, service or an organization is a BRAND
  7. 7. 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
  8. 8. Its not what YOU say it is
  9. 9. Its what THEY say it is
  10. 10. So what is most IMPORTANT to make a brand?
  11. 11. DIFFERNTIATION
  12. 12. RADICAL DIFFERENTIATION
  13. 13. What is a PRIVATE LABEL? It is a label that is owned by the departmental/retail store it is sold in
  14. 14. What is a NATIONAL BRAND? All of us know, don’t we ?
  15. 15. PRIVATE LABELS STOP by NUON by SHER SINGH by @OFFICE by KIRKLAND by ALFANI by
  16. 16. WHY DO PRIVATE LABELS EXIST ?
  17. 17. How PRIVATE LABELS Differentiate Themselves ?
  18. 18. VALUE PRIVATE LABEL Differentiation through low/value pricing
  19. 19. PREMIUM PRIVATE LABEL Differentiation through innovative products
  20. 20. What favors PRIVATE LABEL?
  21. 21. What favors PRIVATE LABEL? Able to **** segment consumers
  22. 22. What favors PRIVATE LABEL? Able to mini segment consumers
  23. 23. What favors PRIVATE LABEL? Able to see **** in the market very clearly
  24. 24. What favors PRIVATE LABEL? Able to see gaps in the market very clearly
  25. 25. What favors PRIVATE LABEL? Able to ******** products
  26. 26. What favors PRIVATE LABEL? Able to customize products
  27. 27. What favors PRIVATE LABEL? No/Low *********** cost
  28. 28. What favors PRIVATE LABEL? No/Low advertising cost
  29. 29. What favors PRIVATE LABEL? Better placement in *****
  30. 30. What favors PRIVATE LABEL? Better placement in store
  31. 31. What favors NATIONAL BRAND?
  32. 32. What favors NATIONAL BRAND? Great ***** loyalty
  33. 33. What favors NATIONAL BRAND? Great brand loyalty
  34. 34. What favors NATIONAL BRAND? Higher ******* perception
  35. 35. What favors NATIONAL BRAND? Higher quality perception
  36. 36. What favors NATIONAL BRAND? Higher ************ value
  37. 37. What favors NATIONAL BRAND? Higher aspirational value
  38. 38. So where are the CONSUMER S going ?
  39. 39. There are NO CORRECT answers, except a few
  40. 40. What we have to remember is
  41. 41. Low Involvement Category
  42. 42. Low Involvement Category – private labels for sure
  43. 43. High Involvement Category
  44. 44. High Involvement Categorynational brands
  45. 45. Niche Category
  46. 46. Niche CategoryPrivate labels mostly but to each its own
  47. 47. Let’s Have ***
  48. 48. Let’s Have FUN
  49. 49. For more fun on branding- www.troikaconsulting.in www.facebook.com/troikaconsulting talk@troikaconsulting.in

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