This book presents the latest research and recent studies in the field of national brand and
private label marketing. It covers a wide range of topics including retailing marketing
general business psychology economics and statistics. It addresses diverse areas of
application such as brand naming and packaging decisions price elasticity positioning
branding consumer motivation online communities economic crisis strategies in growth and
mature private labels. The contributions are organized according to the following themes:
consumer behaviour strategic decisions branding market trends and theoretical research. The
book presents a collection of original rigorous and relevant contributions from the 2015
National Brands and Private Label Marketing conference in Barcelona.
