The dynamic between low price, driven by own-label, and high quality, driven by more premium brands, is exacerbated in times of economic uncertainty. Brands that are able to segment their product offerings to attract value conscious shoppers while maintaining brand equity are likely to be best able to withstand the coming storm. As competing with own-label will become more important than ever, brand owners should focus on the specifics that differentiate their brands and provide products to match.
All eyes are on the economy. 2008 has seen the rise of discount retailers such as Aldi and Lidl, neither of which have a history of stocking many mainstream brands. With distribution being potentially stunted, brands will have to work harder to maintain their value. This study calculates the value of the UK’s leading grocery brands in their current use.
Intangible Business specialises in valuing brands and other intangible assets for management, litigation and financial purposes. This report, now in its third year, highlights which brands have maintained their equity this year, which have lost some and which have gained. There are also a number of new entrants proving that with adversity comes opportunity.
