Preiseinstiegsmarke
English translation: own brand; no-name
| 12:48 Dec 7, 2008 |
| German to English translations [PRO] Bus/Financial - Retail / Supermarket operators | |||||||
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|  Selected response from: David Moore (X) Local time: 19:38 | ||||||
Grading comment
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| Summary of answers provided | ||||
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| 4 +2 | own brand; no-name |
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| 4 | economy brand |
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| Summary of reference entries provided | |||
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| store brand |
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Answers
35 mins confidence: 
peer agreement (net): +2
peer agreement (net): +2own brand; no-name Explanation: These are common terms for supermarket "cheapo" products; cheap they may be, but nasty they certainly ARE NOT... |
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18 mins confidence:
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46 mins |
| Reference: store brand Reference information: Store brands (house brands in the United States, own brands in the UK, and home brands in Australia) are brands which are specific to a retail store or store chain. The retailer can manufacture goods under its own label, re-brand private label goods, or outsource manufacture of store brand items to multiple third parties - often the same manufacturers that produce brand label goods. Store brand goods are generally cheaper than national brand goods because the retailer can optimize the production to suit consumer demand and reduce advertising costs. Goods sold under a store brand are subject to the same regulatory oversight as goods sold under a national brand. In some retail sectors, store brands account for 40 to 50 percent of sales. Store branding is a mature industry; consequently, some store brands have been able to position themselves as premium brands. Sometimes store-branded goods mimic the shape, packaging, and labeling of national brands, or get premium display treatment from retailers. (For example, "Dr. Thunder" and "Mountain Lightning" are the names of the Sam's Choice store brand equivalents of Dr Pepper and Mountain Dew, respectively.) Some retailers believe that while advertising by premium national brands brings shoppers to the store, the retailer typically makes more profit by selling the shopper a store brand. This assumption has led to a spurt in the academic and trade literature on the subject of positioning the store brand vis-a-vis the national brand. In most cases, while a store brand is usually cheaper than a national (or even a regional) brand, they remain more expensive than a generic brand sold at the store. (i.e. Pittsburgh-based Giant Eagle selling their store brands for less than national brands but more than Topco's Valu Time generic brand.) The "no-frills" grocery chains primarily sell store brands, such as Aldi and Save-A-Lot (though most Save-A-Lots do sell limited name brand products, which vary from whoever owns the store), in order to promote overall lower prices compared to supermarket chains that sell several brands as well as other goods and services. -------------------------------------------------- Note added at 1 hr (2008-12-07 14:31:25 GMT) -------------------------------------------------- Addendum: Econony brand "Types of brands A number of different types of brands are recognized. A "premium brand" typically costs more than other products in the same category. An "economy brand" is a brand targeted to a high price elasticity market segment. A "fighting brand" is a brand created specifically to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as corporate branding. When one brand name is used for several related products, this is referred to as family branding. When all a company's products are given different brand names, this is referred to as individual branding. When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as "brand leveraging." When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding, store brand, white labelling, private label or own brand (UK). Private brands can be differentiated from "manufacturers' brands" (also referred to as "national brands"). When two or more brands work together to market their products, this is referred to as "co-branding". When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as "brand licensing." An "employment brand" is created when a company wants to build awareness with potential candidates. In many cases, such as Google, this brand is an integrated extension of their customer." http://209.85.173.132/search?q=cache:s3IlzgWwnwMJ:en.wikiped... This means that an economy brand can take a lot of discounts, being marked down and the likes without getting hurt, but it wasn't designed to be the all-time low price brand in the first place. Reference: http://en.wikipedia.org/wiki/Store_brand |
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