Abstract

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailers direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers such as advertising, perceived price, and monetary promotions. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private labels in-store communications, private labels distribution intensity and the perceived price. These results highlight the importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find no effect of advertising on the private labels brand equity and an opposite effect of the perceived price. This study is a pioneering contribution in the domain of private labels brand equity research exploring a more comprehensive and in-store specific set of marketing mix initiatives as sources of brand equity. The results suggest important implications for retailers when managing their own brands.

Abstract

Newspaper companies have extended their brands through new media. Brand equity is their main competitive advantage. However, most of them do not manage that asset. On the one hand, this article analyses the literature on brand management in media companies. On the other hand, it studies the brand equity of a very reputable newspaper: La vanguardia. We did an extensive survey of nearly 1,200 users. The results show the need for products and corporate behaviour that clearly reflect the editorial principles in order to generate greater brand equity. This article proposes as one of the appropriate means to achieve brand equity the implementation of a comprehensive and strategic communication system. It also encourages the study of other similar cases to verify how newspaper companies manage the value of their brands and to identify methods to help them strengthen it.