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P. 5-7 /

Protecting the brand Proactive strategies to retain consumer loyalty

JON WRIGHT
Euromonitor International
60-61 Britton Street, London, EC1M 5UX, United Kingdom

Abstract

Retailer growth and private label strategies are driving awareness and expansion of product ranges. Private label’s growth is simultaneously squeezing space for brands, both on the shelf and in terms of the conversation that brandowners have with consumers. However, the pressure that manufacturers are being put under in 2011 does not mean thatglobal brands are losing their importance or have only limited growth prospects over the longer term. Harnessing strategiescentred on innovation, both in terms of ingredients and packaging, brands have the opportunity to remain central toconsumers’ lives, and for those that succeed the long-term prospects for value growth look very positive.


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