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Brands vs Private Labels in Retail Sales

Updated: May 23

This month's Harvard Business Review features an article on the rising popularity of private labels over national brands in retail stores.

Written by John Quelch and David Harding, it speaks to National brands' concern over the increase in unit shares that private labels are commanding in 77 out of 250 major categories.

This is partly due to economic conditions, which fluctuate when looking at the long game. The article's thrust is about how national brands should react to this by not overreacting.

To read the entire article, please click here


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