© 2018

Marketing Food Brands

Private Label versus Manufacturer Brands in the Consumer Goods Industry


  • Responds to the call for researchers to examine other non-traditional marketing environments

  • Explores the history of private label brands, providing definitions and background knowledge

  • Examines the role of consumer choice in the context of fast moving consumer goods (FMCG)


About this book


With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape. The author illustrates the volatile nature of the relationship between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and category management, product innovation, and consumer choice are discussed and supported with rich empirical case studies from countries around the world. Marketing and management scholars will find this new book an insightful read, as well as those generally interested in the worldwide phenomenon of private label brands.


private food brands retailer own brands manufacturer consumer goods private label goods geography geographical regions consumer fast moving consumer goods FMCG marketing product management

Authors and affiliations

  1. 1.School of Management & EnterpriseUniversity of Southern QueenslandToowoombaAustralia

About the authors

Ranga Chimhundu is a Senior Lecturer in Marketing at the University of Southern Queensland in Australia. His areas of research include Fast-Moving Consumer Goods (FMCG) marketing, brand and product management, grocery retailing and marketing strategy. Ranga has published in numerous peer-reviewed international journals such as the Journal of Brand Management and is a member of the Chartered Institute of Marketing. 

Bibliographic information