This document provides an overview of private branding for a presentation to Winn-Dixie Stores. It discusses the definition and advantages of private brands, the history and growth of private labeling, types of private brands including store brands and exclusive brands, and considerations for developing a private brand program including business commitment, financial support, and return on investment.

1. Private Branding Primer Presentation for Cramer-Krasselt Winn-Dixie Stores September 18, 20xx Michael J. Williams © 20xx Michael J. Williams

2. Part I - Background Introduction – What is a Brand?

16. Part I - Background Brand Marketing

23. Part I - Background Consumer Behavior

31. Part I - Background History of Private Branding

37. Part I - Background Company Mission Statement

41. Part II - Private Brands Who, What, Where and Why of Private Brands

48. Part II - Private Brands Rationale

52. Part II - Private Brands Advantages and Disadvantages

56. Part II - Private Brands Types of Private Brands

63. Part III – Private Brand Program Decision to Develop and Market a Proprietary Brand.

72. Part III – Private Brand Program Product Development

78. Part III – Private Brand Program Marketing

86. Part III – Private Brand Program Creating the Private Brand

97. Part IV – Support Product / Brand Management

106. Part IV - Support Ongoing Brand Support