Nielsen Offers Advice for Private Labels, National Brands

To grow corporate-brand share, retailers should disguise the private-label status of their store brands, adjust price gaps according to category and study the category consumer before going upscale, advises Tom Pirovano, director of industry insights for the Nielsen Co.

SCHAUMBURG, Ill. — To grow corporate-brand share, retailers should disguise the private-label status of their store brands, adjust price gaps according to category and study the category consumer before going upscale, advises Tom Pirovano, director of industry insights for the Nielsen Co.

Retailers should also:

• Offer multiple brands in multiple tiers since no one brand can stand for value, gourmet and healthy eating.

• Drive store-brand trial by offering a fre

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