Brand equity of private labels in India

This article focuses on retail brand equity to understand where this retail brand value stems from and how to measure it. This research is based on retail branding in India. A qualitative study aims at identifying which are the specific dimensions of brand equity to be adapted by retail brands of private label. There are two policies of retail brands: service retail brands (store brands and “composite” private labels) and private labels. This separation between the various categories of retail brands leads to consider two different models of brand equity. The Private labels seem to be only related to product dimensions. A conceptual framework is defined based on Keller's contributions about brand equity. A qualitative methodology and a confirmatory analysis enable the conception of a model. Finally, results show that retail private brand awareness and perceived quality explain the most significantly retail brand equity.