Own Label and Sub-Brand Development

The last 10 years have seen a dramatic rise in the importance of the role own labels play in many retailer propositions – the proliferation of different price tiers and sub-brands making this an ever-more complex equation to get right, and an increasingly significant area of work for ABA.

Pivotal to this change is the fact that the successful own labels have been those that, rather than just remaining names, have achieved the status of ‘real’ brands - with all the equity this commands.

Our work spans everything from guiding the process of developing new brands, through to monitoring their continued success.

In terms of development we’re particularly proud of our co-creation technique - where we get customers and stakeholders working together to come up with inspirational ideas, grounded in what shoppers really need.

In the last year we have partnered ASDA in the development of its Chosen By You range, which stands to transform the mid-tier supermarket label into a part of the price architecture that is no longer just average but something that has a real reason to be.