Private Label Strategies in Europe

  • Isabelle Schuiling
  • Renaud Cogels


In this chapter, we will first review the overall evolution of private labels in the world. We will elaborate on the differences between Europe and the US and understand the reasons for the growth of private labels. Next, we will review what are the objectives followed by retailers in the development of private labels and the different types of private labels that retailers have created over the years.


Brand Equity Private Label Store Brand National Brand Price Promotion 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Isabelle Schuiling
    • 1
  • Renaud Cogels
    • 2
  1. 1.Louvain School of Management, UCLLouvainBelgium
  2. 2.BrusselsBelgium

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