The Effects of Premium Private Label Brands on Retailers' Store Image

In an increasingly complex world, where consumers and business are presented with a wide range of product choices, a strong brand is invaluable. It does not only alleviate consumer's decision making, but help companies to different themselves from the overcrowded market. In the FMCG industry alone, around 20 thousands brands are launched on a yearly basis. Brands are of central importance for businesses, as they create a distinct product identity, which ultimately determines the 'real' value of a product; that is the value consumers ascribe to the brand. Hence, brands demonstrate the means of communication to consumers. Next to traditional manufacturers' brands, retailers' are increasingly introducing private label brands (PLBs) across various product categories. Owing to the popularity of PLBs in the recent years, retailers have adopted a multi-tiered portfolio. A recent phenomenon is the emergence of premium PLBs that aspire to high quality and therewith serve to convey an exquisite character in consumers' minds. But do consumers' perceptions towards premium PLBs influence their attitude towards the retailer? If so, what do consumers look at when defining the value of a brand?