African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4138

Review

The evolution of private label strategy: The Italian case

Marcello Sansone
  • Marcello Sansone
  • University of Cassino and Sothern Lazio, Italy.
  • Google Scholar


  •  Received: 09 January 2015
  •  Accepted: 03 June 2015
  •  Published: 14 June 2015

Abstract

This work, part of a broader research project on the role of store brand in the competitive development of Large Scale Distribution retailers, proposes an analysis of the current situation of commercial enterprises that implement complex strategies of store brand as a strategic leverage for marketing and synthesis of a corporate philosophy based on a real brand architecture. It aims to achieve increasing levels of competitive differentiation of a horizontal nature. Today, an increasing number of distributors transfer the knowledge and trust built over many years of activity, making it a private label for strategic decisions of the enterprise.

Key words: Store brand, retail marketing, MDD, differentiation, retail management, private label, retailer.