An Investigation of Private Branding as a Global Phenomenon

Abstract

ABSTRACT Private brands have become a worldwide marketing phenomenon. This paper analyzes the phenomenon of private branding from a global viewpoint, with two main goals. The first is to explain the course of events that turned the private brand into an integral part of today's business world. This paper identifies five main historical eras in the history of private brands beginning at the middle of the 19th century. The second goal of this paper is to examine the private brand's position mainly in North America and Europe but also in several geographical areas. A major finding in this respect is the substantial differences in private brands sales shares, favoring developed countries over developing countries. The analysis presented in this paper suggests that despite the cultural-business differences between developed and developing countries, it is expected that the market share percentage of the private brand in developing countries will reach that of developed countries.