Opening the umbrella: The effect of rebranding multiple category specific private-label brands to one umbrella brand

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.
Original languageEnglish
Pages (from-to)677-694
JournalJournal of Marketing Research
Volume57
Issue number4
Early online dateMay 2020
DOIs
Publication statusPublished - Aug 2020

Keywords

  • branding
  • marketing-mix effectiveness
  • private labels
  • retailing

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