The Evolving Role of Banner Brands

Some of the world’s largest and most successful private brands are extensions of the banner brand. Tesco and Asda in the UK. Trader Joe’s, Kroger, HEB and Meijer in the US.

What’s great about these brands is that, for a shopper, they are easy to understand because they deliver on the same brand promise as the store banner. Asda products are going to offer a great deal. Trader Joe’s products will provide a taste adventure. They are clear and straightforward.

But in a world of ever-increasing fragmentation in tastes and preferences, are these wide-ranging banner brands still relevant? Or will they give ground to private brand portfolios with a wider collection of more focused, targeted brands?