As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. This book describes the strategies for private labels that retailers are using.
Nirmalya Kumar is Professor of Marketing at London Business School where he is also Faculty Director for Executive Education, Director of the Centre for Marketing, and Codirector of Aditya Birla India Centre. He serves as an independent director on the boards of ACC, BP Ergo, Gujarat Ambuja, and Zensar Technologies. Jan-Benedict E.M. Steenkamp is the C. Knox Massey Professor of Marketing and Marketing Area Chair, University of North Carolina at Chapel Hill, and Executive Director of AiMark, a global research center.