Private label is no longer seen as the poor relation to its branded counterparts and, in fact, it is largely design and packaging that has redressed the balance and the perception of the own-brand offer.
Togetherness is high on both the cultural and commercial agenda as businesses and brands come together to ‘partner’ the Olympic Games. Just how these partnerships will play out come the middle of August is anybody’s guess. But if profile has been raised and sales figures have increased then this association has served its purpose. Short-term partnerships are popular branding exercises to create excitement and exposure. But ultimately so is building long-term value and finding the right brand fit to maximise this is not always easy.