Key Research Issues in the Marketing of Private Label and Manufacturer Brands

Abstract

This chapter is a critical summary of the literature reviewed on private label and manufacturer brands in food product categories in a highly concentrated grocery retail landscape. The summary is directly linked to the research issues developed. The research issues fall into three major themes, namely: the balance between private label and manufacturer brands in the product categories (research issues 1, 2a, 2b and 2c); innovation, category marketing support and consumer choice (research issues 3a, 3b, 4a, 4b, 4c and 5); and category strategic policies on the coexistence of the two types of brands (research issues 6 and 7).