Under My Umbrella

Dizdarevic and Roknifard discuss the study by Kristopher O. Keller et al on the strategic decision made by the retailers SPAR, Attent and Colruyt to rebrand specific private labeling (PL) brands to one umbrella brand. Organizations and retailers commonly use PL, in which they group similar products under one category. The recent intake in this idea relies on a more generalized categorization of products and brands in one group. By rebranding several category-specific private label brands into one larger group with a particular name, retailers attempt to influence buyers' purchasing decisions. This strategic technique is known as umbrella branding or family branding, and it affects individuals' mental categorization in evaluating the products.