Retail Power Plays: From Trading to Brand Leadership

Contributing Factors in Emergence and Growth of Chinese Grocery Own Brands

“…In the Western market, three types of competition exist: The competition between the manufacturers and retailers; between the discounters and retailers and among the retailers. The primary competition for the Western grocery sector is between the retailers and the manufacturers' brands (Hoch, 1996;Wileman & Jary, 1997, Cotterill et al, 2000Burt, 2000;Dawson, 2001;McGoldrick, 2002;Keynote, 2003;Jonas & Roosen;2005.). In contrast, unlike the Western retailers, the main competition in China exists among the retailers themselves (R3, R5, R7, R8; C1, C2, P2 and P3).…”

“…For example, retailer concentration is generally believed to be the critical factor for building strong own brands in the Western markets (Hughes, 1996;Wileman & Jary, 1997). The Chinese grocery sector is fragmented rather than concentrated (Hsu & Lai, 2008) but the own brands have emerged and grown.…”

CONSUMERS' REACTIONS TO TESCO's MARKET ENTRY IN TAIWAN: A COMPARISON WITH THE UK EXPERIENCE

“…Burt and Sparks (2002) based primarily on Laaksonen and Reynolds's four generations model (1994) to develop a five-typology of product brand development ( Table 1) which suggests that retail branding has developed through a number of generations from generics to own brands and through to added value retail branding (Burt, 2000;Veloutsou, Gioulistanis and Moutinho, 2004). Not to be quoted without specific consent of authors Similarly, Wileman and Jary (1997) suggest five stages in the development of retail brands ( Figure 1)-generics, cheap, re-engineered cheap, par quality, and leadership-which roughly match the maturity of the brand concept (Burt, 2000). Source: Wileman and Jary (1997, p.135) The result is that the stages concept in these schemes does not only present the development and evolution of own brands, but also indicates a hierarchy model of retailer brands.…”

“…In broad definition, retail brands mean everything within retailers, as Wileman and Jary (1997) mentioned that retail brands mean the store or fascia brand, not just private label products. Some previous discussions also argued the concept of the retail as a brand with both tangible and intangible dimensions (Ailawadi and Keller, 2004;Davies, 1998;Davies, 1992 Knee, 2002).…”

“…(2006) Meanwhile, academic literatures on the topic of retail branding illustrate the evolution of retail brands (Burt and Sparks, 2002;Laaksonen and Reynolds, 1994;Leahy, 1994;Wileman and Jary, 1997). The evolution of retailer own brands can be traced back to 1870s, according to de Chernatony and McDonald, multiple retailers emerged around that period and developed their own range of brands for which they controlled the production and packaging.…”