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The enigma of private brands in the emerging Mediterranean countries The case of Israel

The enigma of private brands in the emerging Mediterranean countries The case of Israel Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private brands has not been exploited in these countries. Design/methodology/approach – Both secondary data and empirical studies of Israeli exporters and chain store managers were conducted to determine what strategies are used to market private brands in developed, emerging and developing MEDA countries. Also included is a case study based on an analysis of four separate periods of the marketing of private brands in Israel, which are very similar to those seen in other emerging MEDA countries such as Greece and Turkey. Findings – A review of private branding strategies in the MEDA countries reveals three different markets, each one managed differently: developing, emerging, and developed. The most attractive MEDA markets with regard to private brands for retailers and manufacturers are the emerging countries, which have the most rapid growth potential in this region. Originality/value – Few studies are to be found in the literature that are based on the development of private labels in emerging countries. Moreover, the paper is the first to survey such development in Israel, one of the most developed countries in the Mediterranean. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

The enigma of private brands in the emerging Mediterranean countries The case of Israel

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502191011043125
Publisher site
See Article on Publisher Site

Abstract

Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private brands has not been exploited in these countries. Design/methodology/approach – Both secondary data and empirical studies of Israeli exporters and chain store managers were conducted to determine what strategies are used to market private brands in developed, emerging and developing MEDA countries. Also included is a case study based on an analysis of four separate periods of the marketing of private brands in Israel, which are very similar to those seen in other emerging MEDA countries such as Greece and Turkey. Findings – A review of private branding strategies in the MEDA countries reveals three different markets, each one managed differently: developing, emerging, and developed. The most attractive MEDA markets with regard to private brands for retailers and manufacturers are the emerging countries, which have the most rapid growth potential in this region. Originality/value – Few studies are to be found in the literature that are based on the development of private labels in emerging countries. Moreover, the paper is the first to survey such development in Israel, one of the most developed countries in the Mediterranean.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: May 18, 2010

Keywords: Brands; Emerging markets; Developing countries; Israel

References