K.U.Leuven - Departement toegepaste economische wetenschappen
DTEW Research Report 9706 pages:1-34
An important evolution in the retailing industry is the growing success of store brands. Still, their level of penetration varies widely across countries and industries. We provide an operational measure of quantify the power of store brands along two dimensions : the intrinsic loyalty of their customer base, and their conquesting power to attract potential switchers. Based on their position along these two dimensions, we classify store and national brands as 'giants, 'misers', 'fighters' or 'artisans'. We use the proposed operationalization to evaluate the absolute and relative strenght of Albert Heijn, the leading Dutch store brand, in 19 products categories.