1. Private Brands, Retailers and Category Management MKT4007

6. Strategic Retail Position Stuck in the Middle High End Low End Service Fixtures/Feel Prices Consumer preference Fortnum& Mason Marks & Spencer Aldi Waitrose Sainsbury Tesco Mostly House Brand Only House Brand House of Brands

7. The power! Retailer Producer Consumer mass-communications promotional support Concrete Experience Environment Price Service Sales Promo Adverts Other Brand vs Own Brand Experience Customer & Competitor

9. Typology of Brands (Dobson, 2005) Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands

10. Typology of Brands (Dobson, 2005) Consumer & Retailer Nightmare Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands

11. Typology of Brands (Dobson, 2005) Consumer Champion Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands

12. Typology of Brands (Dobson, 2005) Consumer Champion Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands

13. Typology of Brands (Dobson, 2005) Branding Horror Revolutionary Equalizer Adventurer Pioneer Underdog Protector Heros Body Snatcher Virus Flesh Eater Giant Octopus Blood Sucker Blob Horrors Private Brands Brands