Topic: Literature Review

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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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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