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Private Label Brands
Issued by: ACNielsen

Retailer Own Brands have established popular identities globally, but is South Africa in line with this trend?
Private Label brands - otherwise known as Own Brands - have come a long way in the past few decades. In the late 80's, the terms 'generic' and 'private label' were used to describe any product that was known to be cheaper and of lower quality than branded goods. Since then, Private Label brands have established their own identities, becoming popular consumer choices both globally and in South Africa.

ACNielsen conducted a local Private Label study incorporating 136 categories grouped into 10 product areas. Kerith Dix, Group Service Director of ACNielsen's Client Service Division, explains that 'products are deemed to be Own Brands where consumers can clearly identify them as belonging exclusively to a particular chain. This descriptor excludes other chain exclusive brands that cannot be easily identified as products of......

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Approximate Word Count: 861
Approximate Pages: 4 (250 words per double-spaced page)

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