The Threat of Retailer Brands
The Threat of Retailer Brands

by Tony Rhie & Michael Norkus

Alliance Consulting Group’s experience with clients in several categories has given us the opportunity to examine the interaction between national brands and retailer brands.

Based on our work, we believe retailer brands represent the most serious competitive threat to established brands in the current retail environment.

This report contains findings and suggestions for how brand producers can develop effective strategies to deal with retailer brands.

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