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To be sure, trading down for discount and value brands is gaining ground across many consumer-goods categories. Retailers are increasingly positioning themselves as defenders of budget-constrained families and giving their private-label products more shelf space. And undoubtedly, many retailers are becoming much more sophisticated branders, as their own retail brands earn increasing credibility with consumers. Nevertheless, the crisis is an ideal opportunity for trusted brands to reinforce their core strengths with meaningful innovation and quality assurance in order to provide a safe haven for uncertain consumers.
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