Changing Own Label Brands
The meaning of Brands can change, just consider Sainsbury’s own label ‘Taste the Difference’ range or Morrisons’ ‘The Best’ range. Packaging is key to these ranges commanding a premium price but it shows how own label products have changed with the times.
The heritage brands available in supermarkets need to react to these trends to protect market position. Supermarkets like own brands because it enhances the equity value of their core franchise.