Please enable JavaScript.

Coggle requires JavaScript to display documents.

Private lable (questions (what are the drivers associated with retailers…

- - - - positioning
        
        hypothesis
        
        hi-lo positioning is more likely than a EDLP to use store-banner on its premium tier
        
        the effect of positioning is stronger at premium than economy tier in influencing decisionmaking
      - prior branding decisions
        
        hypothesis
        
        a retailer already uses store-banner branding in standard ties more likely to employ it in premium tier
        
        effect is weaker for economy
      - retailer brand equity
        
        hypothesis
        
        retailer with high brand equity is more likely to use store-banner branding on its premium tier
        
        weaker in economy tier
      - other market decisions
    - - retail enviroment
        
        market concentration
        
        lower concentration spells higher probability to employ store-banner branding
        
        hard-discounter share
        
        higher hard-discounter share -> more banner branding
        
        competitors branding decisions
        
        more competitor banner branding higher propensity to use store banner branding
      - institutional enviroment
        
        Uncertainty avoidance
        
        power distance
        
        rule of law
- - - - private label (PL)
        
        two strategies
        
        stand alone branding
        
        avoids an explicit link between the PL and the store brand
        
        store banner branding
        
        creates a link using branding elements between the product and the retail store brand
      - national brand (NB)
    - - economy
      - standard
      - premium
- - - - the effectiveness of a strategic choice depends on its congruence with the situational characteristics faced by the firm
    - - individuals makes mistake but there is wisdom of the crowds and and "true"/effective ideas will prevail