MANUFACTURER AND RETAILER BRANDS IN FOOD RETAIL ASSORTMENTS Notes from a shopping trip across Europe

摘要: Food retailers present consumers with a complex market offering. They offer an assortment of products sourced from numerous suppliers, along various services within retailer-controlled environment (Burt & Sparks 2002). aim to and perform variety activities services, which provide added value in the eyes 2000). In this connection, branding is becoming increasingly important, as food develop their own brands across product categories. Many are attempting cultivate overall brand identity order protect identify offering The typically includes manufacturer brands, re-tailer generic or unbranded products. recent years, increasing competition retailing has made focus on whether they "right" assort-ment consumers. Under headings such efficient consumer response (ECR) cate-gory management (CM), have been readjusting assortments, delisting many that were deemed be under-performing including retailer branded attempt differentiate themselves by goods only available stores. Despite importance retailers, literature focused how manufacturers maintain strong brands. Relatively little work done area retail even less about interaction between contrast, paper develops concept architecture, captures manu-facturer doing so we adapt architecture context. 'brand architecture', originally developed (Aaker Joachimsthaler 2002), describes different used range same related. based assumption not evaluated isolation, but placed broader This also important Consumers do look at isolated shelf. Their evaluation individual depends context; for instance, what other offered category outlet, previous experiences manufacturer, well question. paper, take apply it con-ceptualising architectures portfolio (gene-ric, brands), included (ie, chain). addition developing 'retailer archi-tecture', use investigate number European determine similarities differences strategies. structured follows: firstly, archi-tecture presented. Secondly, applied setting concepts understanding strategies introduced discussed. Thirdly, methodology Then, findings shopping trip Europe Finally, discussion provided briefly considered study input perceptions retailers. subsequent investigated notice these