Marketing Food Brands

Private Label versus Manufacturer Brands in the Consumer Goods Industry

  • Ranga┬áChimhundu

About this book


With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape. The author illustrates the volatile nature of the relationship between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and category management, product innovation, and consumer choice are discussed and supported with rich empirical case studies from countries around the world. Marketing and management scholars will find this new book an insightful read, as well as those generally interested in the worldwide phenomenon of private label brands.


private food brands retailer own brands manufacturer consumer goods private label goods geography geographical regions consumer fast moving consumer goods FMCG marketing product management

Authors and affiliations

  • Ranga┬áChimhundu
    • 1
  1. 1.School of Management & EnterpriseUniversity of Southern QueenslandToowoombaAustralia

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-75831-2
  • Online ISBN 978-3-319-75832-9
  • Buy this book on publisher's site