Private label : turning the retail brand threat into your biggest opportunity / Keith Lincoln and Lars Thomassen.

Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands. Sales of private labels (those owned, sold and distributed by retailers) grew globally 150% more than other brands in the year 2005, and the private label industry is now worth an estimated one trillion US dollars.

Debunking the myths and looking at all possible scenarios, Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels.

Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, Private Label is a timely attempt to shed light on the world of private label and its impact on global markets.

part 1: understanding the opportunity: 1. private facts; 2. private myths; 3. private past; 4. private present; 5. private future. part 2: identifying the opportunity: 6. the s&s x global research report; 7. the shopper perspective; 8. the brand perspective; 9. the retailer perspective; 10. the overall perspective. part 3: retailizing the brand opportunity: 11. for every threat there's an opportunity; 12. the private principles; 13. private principle 1: running the risk and living the reality; 14. private principle 2: retailize and be radical; 15. private principle 3: tomorrow's global, social and environmental issues are your opportunities today; 16. private principle 4: educate, navigate and inspire; 17. private principle 5: winning 'mind shelf' is the name of the game; 18. private principle 6: innovate, imagineer and involve; 19. private principle 7: restore and reinvent the store; 20. private principle 8: catalyse your communications and brand from till to tv; 21. private principle 9: collaborate and cooperate through co-opetition; 22. private principle 10: shopper solutions steal share of wallet. part 4: retailizing the retailer opportunity; 23. for every opportunity there's an even bigger opportunity; 24. retailer private principles 1 to 5; 25. retailer private principles 6 to 10. part 5: conclusions: 26. realizing the opportunity together postscript: privatizing the brand