Private Branding Analysis With The Perspective Of Marketing Efforts

Over the past decades, the retailer economy has witnessed a substantial transformation in market power from manufacturers to retailers, a practice in which retails put their store names or other private labels on product made by unaffiliated manufacturers. However there were quite quantities of limitation on current research with the continuous prosperity of private brand and retailer industry. This dissertation aims to provide a comprehensive understanding about private branding with the perspective of marketing efforts and explores the private brand motivation and its following influence. The dissertation was constructed with three parts:(1) Literary and theoretical foundation;(2) Brand contradictions and competition;(3) Private branding analysis.In second part, the results reveal a new theoretical insight named brand specificity based on the analysis of brand competition between retailers and manufacturers, which means the effect of marketing efforts is exclusive to the brand owner regardless for better or worse. In addition, brand decision was introduced into a game model to discuss the equilibrium variation of consumers, retailers and manufacturers influenced by the intervention of private brand.In third part, with the purpose of researching occasion of private brand strategy and the relation between brand and marketing efforts decision, game theory was used to construct models for three modes, by which two distinguished circumstances depended on whether private branding. The results reveal that:(1) Retailers will not be fully motivated to optimize their investment in marketing efforts on product of manufacturer's brand, and it can be coordinated with private branding and integration decision.(2) The appearance of private brand will result in the decline of whole market price while it's bottomed.(3) Research also offers an internal condition of private branding strategy and its relevant factors, it shows the constraint of private brand's cost is relatively lower than manufacturer's. Moreover, this article does provide the barriers analysis of private branding from the scholarly and practical perspectives.I've built my hope that this efficiency-based approach to private branding can provide practitioners with useful guidelines for crafting a branding strategy that will facilitate cooperation in supply chain.