The battle between private brand and manufacturer brand on the advertising field

Abstract

Private brands have undergone a process of steady growth, getting market share in most product categories, notably increasing their presence in the market basket and winning consumers confidence. Current economic situation becomes private brands into the best saving option for a more price-sensitive customer, expert at buying and consumption decision-making. Private brands have proven to be a competitive, serious and lasting phenomenon, partly thanks to have realized that, above all, they are brands and, therefore, being aware of this is how they should manage their positioning strategies and communication efforts. With the sophistication of private brands, which has led them to improve both, their presentation and their products quality, and to invest in advertising and communication strategies in order to give a brand image to their portfolio, manufacturer brands take positions, using defense against private brands growth as an argument itself in their advertising speech. This article reviews the current status of private and manufacturer brands, revising their advertising messages in campaigns that, occasionally, make use of comparative advertising to attack their competitors directly or indirectly.