Focusing on branding for the growth of private labels, this Wednesday, September 18th, at the PL Connection event, Marcelo Bicudo, CEO of Design Bridge, highlighted the exponential growth of the private label sector, which already accounts for between 5% to 7% of sales in segments such as building materials, with potential for expansion into many other markets. However, for a private label to stand out, Bicudo explained that it is essential to develop a branding strategy that goes beyond the product itself, establishing an emotional and trust-based connection with the consumer.
“Branding is not just about creating a name and a visual identity, but about how that brand behaves, communicates and positions itself in the market. It is the creation of a coherent and convincing narrative that engages both the end consumer and business partners”, highlighted Bicudo in the lecture “Strategic Branding: Building successful private brands”.
Bicudo's main message was the need for differentiation in a saturated market. He emphasized that, for a private label to be successful, it must offer a unique value proposition, whether through innovation, quality, or price. Meanwhile, consistency is equally important.
“The brand needs to be recognizable at all points of contact with the consumer, from the product on the shelf to marketing campaigns. This coherence creates familiarity and trust, key elements for loyalty,” he said.
Bicudo also spoke about the potential of private labels in sectors such as food, beverages and construction materials, which are experiencing an increase in the acceptance of private label products.
"The modern consumer is more open to trying new brands, as long as they convey safety and quality," he explained. He added that this shift in consumer mindset creates a great opportunity for companies to stand out with their own product lines.
Although the private label market is in clear expansion, Bicudo did not fail to point out the challenges faced by companies. Intense competition and the need to innovate constantly were highlighted as critical points.
“Creating a successful private label requires more than simply putting a company name on a product. It requires careful planning, impeccable execution and, above all, a commitment to quality and consumer satisfaction,” he emphasized.
PL Connection 2024
Then:September 17-19, 2024
Time:from 10 a.m. to 8 p.m. on the first two days. On the third day, from 10 a.m. to 6 p.m.
Local:Expo Center North – 333 José Bernardo Pinto Street – Vila Guilherme, São Paulo (SP).
