Branding Stategies

Repositioning

Definition: To change the brand's identity. This includes changing things like the brand’s name, logo, colors, type font and tagline.

Example: Shoppers Drug Mart repositioned their private label line by launching a campaign called “Rediscover Life Brand” to help reacquaint consumers with what is already its largest health brand, to refamiliarize Canadians with its private label line.

Rebranding

Definition: To change a brand’s name, symbol, or design, to create a different identity from its competitors in the market.

Example When Coke Zero rebranded to Coca Cola Zero Sugar. The new package design looks more like Coca-Cola and has “Zero Sugar” written.

Brand Extentions

Definition: Is when a known brand starts selling a different type of product. It uses its brand name in a different product category.

Examples: Apple from personal computers into MP3 players; Cherry Coke from Coca Cola.

Co-Branding

Definition: When two well-known brands partner and introduce a third new product to the market.

Examples: GoPro and Red Bull; Betty Crocker and Hershey’s; Nike and Apple.

Distributor brands

Rationale Behind Distributor Brands

Market share for private label brands has risen in the past years and is expanding into new and diverse categories, specially in supermarkets.

They offer equal or better taste and quality when compared to leading national brands while saving shoppers money.

More is less: When customers have many brands and choices it makes them less keen to buy because they get into a dilemma and when they do make a decision, they are usually not satisfied with it.

Value for money & gives them fewer products to choose from, but greater satisfaction, as they offer cheaper prices and better quality!

They use distributor brands as a strategy to attract bargain hunters, expanding a variety of items to drive loyalty and profits.

Retailers

Loblaws

Is the largest Canadian food retailer, pharmacies, banking and apparel.
It’s distributor brands include President's Choice, No Name, Joe Fresh, T&T, Exact, Life, Seaquest, Azami, and Teddy's Choice. President’s choice line has around 1500 items.

Sobeys

Compliments, Sensations by Compliments, Compliments Balance, Compliments Organic, and Compliments GreenCare . The entire Compliments line boasts more than 5,000 products.

No Frills

Store saves on labour costs by having no bakery, no butcher, and no free bags. It sold a line of generic products called "No Name" that consisted of 16 unbranded items in very basic yellow and black packaging.

Walmart

Owns over 11,000 stores and is one of the biggest retailers in the world. It was the first to popularize the private label brands. It has 29,153 products across 319 private label brands in 20 categories.

Canadian Tire

A few of their private label lines include: Quo Cosmetics brand, Life Brand that has over 2000 products in the health categories and Sanis, which is a line of high quality generic drug products.

Shopper's Drug Mart

Some of its distributor brands include: Canadian Tire Retail, PartSource, Gas+, FGL Sports, Mark's, CT REIT and Canadian Tire Financial Services. It has a new brand called ‘ Frank’, competing with Loblaws ‘No name’ brand.