Competitive pricing is no longer the only value own brands add to retailers. They can build reputation, loyalty and sales, but their design and management requires a considered approach and careful research into audience and category behaviors.
Having an own brand offers well-documented benefits. It can be a boon to business financially and reputationally. However, how companies in different places around the world build, manage and implement these brands varies widely. Considerations must take into account packaging design, category, audience, fit with the corporate brand and perception. Successfully achieving an effective own brand requires a deft hand and a keen understanding of audience.
Design and packaging are key considerations when developing an own brand, particularly when consolidating brands. CBX, a New York-based brand agency, developed six labels – from over 60 existing brands – for Walgreens that were suited to their categories. Similarly, its work for chemist Duane Reade focuses on audience and category while using creative packaging techniques, doubling private label sales. Even more starkly, it cut American warehouse retailer BJ’s Wholesale’s own brands down to two, one for food brands and one for non-food brands.
Read the full article in Transform magazine
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CBX Worldwide, LLC
35 East 21st Street
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New York, Miami, Austin, London
Expertise: Building digital and social experiences
Digital, Media, Video, CRM, Data & Analytics, and E-Commerce
Expertise: Building engaging omni-channel experiences via branding and design
Strategy, Innovation, Branding, Shopper Marketing
Beijing, Ho Chi Minh City, London, Melbourne, Shanghai, Singapore, Sydney
Expertise: Simple, effective strategy and design experience
Brand Evolution, Innovation, Packaging Design, Digital
This tight network of independent agencies helps support our clients with full-service international services:
Together, the sister agencies, DX, Lonsdale, and Cowan, share the same high standards of excellence, a client-centric philosophy, and are dedicated to one another as partners in providing our clients with the best possible strategic and creative thinking.