Economic and organic store brands: Packaging as a key factor

Researchers at Universite de Nantes in France studied 2 store brands’ positioning strategies: those with high perceived added value (organic store brands), as opposed to economic brands.
Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic brands but destroys that of organic brands. The results show that economic brands could benefit from further development whilst organic brands already maximise their equity. An article about the research is published in the International Journal of Retail & Distribution Management.
Click here for an abstract of the published article.

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