Private Label in Marketing and its Importance

3 Pages Posted: 19 Mar 2015

See all articles by Seymur M. Guliyev

Seymur M. Guliyev

State Oil Company of Azerbaijan Republic, Marketing and Operations; State Oil Company of Azerbaijan Republic, Marketing and Operations

Date Written: March 18, 2015

Abstract

Private labels are referred to as home brands, own brands, own labels, store brands, retailer brands and probably more. Kumar and Steenkamp (2007) define a private label “to be any brand that is owned by the retailer or the distributor and is sold only in its own outlets”. Therefore brands such as IKEA, Gap and H&M, Next, Tesco, Asda, Woolworths Select and Coles SmartBuy are private labels because they are sold only in their own stores and their products are not sold through any other outlets. It is also possible to observe such kind of private labels in some Azerbaijani companies, such as Azersun Holding and Azersun’s private labels are sold in its own retail named Bazar Store.

Keywords: generics, copycats, premium store brands, value innovators

Suggested Citation

Guliyev, Seymur M. and Guliyev, Seymur M., Private Label in Marketing and its Importance (March 18, 2015). Available at SSRN: https://ssrn.com/abstract=2580087 or http://dx.doi.org/10.2139/ssrn.2580087

Seymur M. Guliyev (Contact Author)

State Oil Company of Azerbaijan Republic, Marketing and Operations ( email )

Baku, Azerbaijan
Jeyhun Hajibeyli street, home 2, flat 28
Baku, Azerbaijan AZ 1010
Azerbaijan
+994556527916 (Phone)

HOME PAGE: http://www.azmarketinq.com

State Oil Company of Azerbaijan Republic, Marketing and Operations ( email )

Sabit Orujov, 28
Baku, Azerbaijan
Baku, AZ1025
Azerbaijan
+994556527916 (Phone)

HOME PAGE: http://www.socar.az

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