Retail companies and their Private labels, i.e. their own brands, are conquering new niches in the market. But traditional brand manufacturers still create strategies based on outdated myths and perceptions about retail chains' own brands. If manufacturers of traditional brands do not want to lose, they need a completely different approach. The book's authors debunk persistent myths about retailer brands, describe the new, multi-layered strategies retailers are using to address their own brands, and challenge manufacturers to develop effective responses. The authors urge manufacturers to accept the challenge and go on the attack! Based on research from empirical material collected in different countries around the world, and on an unprecedented survey of consumer opinions and statistical analysis, the book contains action strategies for both manufacturers and retail chains. The authors provide tools that will help you successfully compete - or collaborate - with suppliers of goods under retail chain brands; explain why manufacturers of traditional brands now have to reckon with retail chain brands. The book will be of interest to managers of manufacturing and trading companies, marketers, and experts. Readers will find in the book many interesting facts about famous stores and products.