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Private labels—also known as retailer own brands, retailer brands, store brands or house brands, among other terms—have become a common feature of food retail chain shelves, alongside manufacturer brands. This chapter offers an introduction to the issues under discussion in this book on the coexistence of private label and manufacturer brands in food product categories. These are also referred to as fast-moving consumer goods (FMCG) categories, since most foods fall into that category. The playing field for both private label and manufacturer brands is supermarket shelves. The main research question under investigation is: How do manufacturer brands and private labels coexist in FMCG/supermarket product categories in a grocery retail landscape characterised by high retail concentration, and how relevant is power to this coexistence? Power, in this regard, is the influence or control that the two types of brands have on each other.
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- Introduction to Issues around Marketing Private Label and Manufacturer Brands
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