Une analyse de l’efficacité des stratégies de labellisation pour les marques des enseignes

Retailers hold portfolios of complex and structured private labels (PL) brands from low cost positioning to premium. In addition, in recent years, the competition between these various brands with national brands invite to use many quality cues with the aim of improving the quality perceived by client. We question the appropriateness and effectiveness of this strategy of marking quality. An experiment shows that national brands are perceived as equivalent in quality to that of premium PL (PL+), both surpassing the perceived quality of classic private labels. The use of quality seals seems much more effective to improve the perceived quality of classic private label compared with PL+ and national brands, for which labels appear irrelevant. Results are discussed.