Monday, December 8, 2008
Instore labels now in vogue
The meltdown has started affecting people's buyer behaviour. Instore labels have caught the shopper's fancy. Same quality for less, seems to be the mantra now. MSNBC has filed a story on this trend. I don't particularly like the headline they've used. Gives an impression that brand names don't work. The fact of the matter is, a brand is much more than its name. And brands are struggling now only because they are not able to cogently communicate their value perception. Store labels are just exploiting this value gap. If store labels opt for better brand names, their chances of being lapped up is even more.