Chapter 10 – Retail Product and Brand Management

Aligned attributes
Different levels of the same attribute so that consumers are making trade-offs within an attribute
Copycat store brand
These imitate the leading manufacturer brands in the category and their touted value proposition is ‘same quality as a leading manufacturer brand but at a considerably lower price’
Family brand strategy
Groups of stores of the retail company (usually different retail formats) carry different brands, that is, the brands are strictly separated
Generic store brands
These are largely undifferentiated, identified in terms of price label and product of lower quality
Non-aligned attributes
This involves comparisons among different attributes so consumers are making trade-offs between attributes
Product range
The total product offering expressed in terms of width and depth that can be used either to refer to the total product offering of a retail outlet, or to a subset of products (the term ‘product assortment’ is generally synonymous with ‘product range’)
Premium-lite store brand
Starts with leading manufacturer brands as the standard and then attempts to make a superior product at a lower price and typically sells only at a small discount to the leading brand
Premium-price store brands
More expensive than leading manufacturers’ brands wherein retailer attempts to differentiate on quality vis-a-vis the manufacturer brands, combined with the absence of any attempt to copy the packaging of the leading
manufacturer brands
Product assortment
The number of SKUs offered within a single product category
Retail product management
A set of decisions related to the selection and removal of products from the retailers’ portfolio, along with the related product and market analysis
Retail branding
A strategy based on the brand concept and which transfers it to a retail company
Retail brand
A group of the retailer’s outlets, which carry a unique name, symbol, logo, or combination thereof
Store brand
The product level brand used synonymously with private label; occurs when a retailer sells products under the retail organization’s house brand name
Umbrella brand strategy
The strategy wherein all the stores of the company carry the same brand, in most cases differentiated by a sub-brand
Value innovators as store brand
These indicate that core strength is delivering good-quality products at unbeatable prices, generate significant process and product-related savings compared to the traditional
retailer without compromising quality, and hence, provides best value for money while maintaining profitability