Comments on: Captive Brands – The Rebranding of Store Brands https://www.corporate-eye.com/main/captive-brands-the-rebranding-of-store-brands/ ...compare, compete, excel Tue, 30 Sep 2008 21:31:40 +0000 hourly 1 By: Susan Gunelius https://www.corporate-eye.com/main/captive-brands-the-rebranding-of-store-brands/#comment-865 Tue, 30 Sep 2008 21:31:40 +0000 http://www.corporate-eye.com/?p=1876#comment-865 Lucy, It sounds like Tesco is implementing some great strategies to push their own brands. I’m sure it’s something we’ll see more and more of in the near future.

]]> By: Lucy https://www.corporate-eye.com/main/captive-brands-the-rebranding-of-store-brands/#comment-860 Tue, 30 Sep 2008 04:41:27 +0000 http://www.corporate-eye.com/?p=1876#comment-860 I’ve noticed recently that Tesco have developed a two-pronged approach to growing their own-brands:

1. when online shopping, they now offer recommendations of potential cheaper substitutes for the item I’m putting in my basket – often suggesting their own brand instead of the branded item I’ve chosen.

2. and they’ve rebranded the cheapest of their own brand ranges from ‘value’ to ‘market value’, and made it much more appealing.

Given the noticeable trend here for people to move towards cheaper supermarkets and to cheaper products within a supermarket, these seem to be two good moves. It’s certainly very interesting to watch.

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