Business Intelligence

Battle Of The Brands: Brand Manager Mistakes Boosting Store Brand Market Share

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Executive Summary

Consumers opting for less expensive store brand products over their name brand competition may seem like a given in a recession. But new research has found that even when the economy is flush, store brands - or private labels like Wal-Mart's Great Value and Target's Up & Up - are growing their market share. Why? Because during harsh economic climates some national brand managers at companies like Procter & Gamble, Kraft Foods, Kellogg, and Campbell Soup make critical mistakes that drive customers to buy private label brands.

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