Professional Documents
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Retail Branding
Retail Branding
Branding:
In contract branding the retailer outsources
from an e!isting supplier of the product and
does not play any part in product
development. The participation of the
retailer is limited to the specifications
regarding quantity, price and brand. $ere
the supplier is responsible for product
development in the future and is required to
have complete knowledge about the
product and has an established link with the
manufacturer. The retailer benefits from the
e!perience and network of the supplier.
#$Independent Branding
$ere, the retailer simply procures from
the supplier at the lowest possible cost
and the entire branding investment is
his own. The retailer is like the owner of
the brand and holds complete
responsibility for it#s performance. &uch
brands are known as #-rivate (abels#.
<!amples of such brands are &T=-,
which belongs to &hopper#s &top, &,1
which belongs to 'estside etc. &uch
brands are treated differently to other
brands. -rivate (abels will be discussed
in detail in the &ection >.3 of this paper.