essay #111090
| Type of paper: | Research Paper |
| Subject area: | Marketing |
| Academic level: | High school, College, Bachelor |
| Style: | APA |
| Size: | 69.0 kB |
| Word count: | 4049 |
| Mark awarded: | |
| Date submitted: | 2010-01-05 17:47:37 |
| Rating/Votes count: | n/a |
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| Tags: | literature, health, class, evaluation, hsbc, private, understanding, bank, literary, review, week, III, respond, Buddhism Chandler, Bayon Temple, Jayavarman, Consumer Directed Health Care, Toolpack Consulting, Running Head, Hong Kong Bank, Management Situations |
| LITERATURE REVIEW : PRIVATE LABEL BRANDS Running Head : Literature Review : Private Label Brands LITERATURE REVIEW : PRIVATE LABEL BRANDS In APA style Literature Review : Private Label Brands Introduction Consumers of the 21st century are increasingly brand sensitive . This means that most consumers will deliberately change their choices of products based on their packaging , which revealed that the products are produced by those who they perceived as trustworthy or untrustworthy manufacturers . Thus , branding strategy has an increased level of importance within the concept of marketing . In the development of the branding strategy , it was discovered that not only manufactures who designed and developed brands , retailers have also came to realize that they have a legitimate opportunity to increase profits by developing their own brands . These brands are known as `private label brands , which will be the focus of this literature review . In this literature review I will discuss previous researches that have been performed regarding private label brands and what are their implications on managerial strategies and on future researches regarding the concept . Definition of Private Label Brands Private Brands can be easily defined as brands owned , controlled and sold exclusively by distributors and not manufacturers . This definition sets the private label brands different from manufacturers brand or national brands . Several writers however , believed that the definition of private label branding has evolved significantly over time . The word `private label ' can sustain the birth , history and existence of store and generic brands , but it does not sufficiently capture the extent to which the... |
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