Private labels. For the last decade, the two main supermarket retailers in Australia have been competing aggressively

❸ Private labels. For the last decade, the two main supermarket retailers in Australia have been competing aggressively with their range of services, their private-label (store) brands and price. During this time, there has been significant growth in private labels, with European supermarket chain, ALDI, entering the market, as well as growth in other sectors (see the case study

‘Supermarket wars’ in Appendix 1). Do you think retailers are committed to their own private labels? Explain your answer. What evidence do you see that retailers recognise the need to use advertising to build brand equity in these private-label brands? (Learning Objective 2) (AACSB: Reflective Thinking)