Battling Brand Malpractice

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With private label brands currently accounting for more than one-third of all shopping cart purchases in the U.S., it’s safe to say that our depressed economy has done wonders for the private label sector.

But at what cost to name brands? A national or retail brand imbued with its own positioning, a unique selling proposition and a one-of-a-kind look and feel is a gold mine. However, the fact that retailers have access to the newest products and latest positioning by leading national brands enables them to steal valuable colors, shapes, symbols and keywords for the design of their own private label brands — a phenomenon that can and should be described as “brand malpractice.”

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