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Kirkland Signature Private Label – Powering Costco

Case Code: MKTG422
Case Length: 12 Pages
Period: 1995-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : Costco Wholesale Corporation
Industry :Wholesale
Countries : United States
Themes: Brand Loyalty/ Brand Strategy/ Brand Differentiation/Consumer Marketing
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


In the US, private label products were launched in the 19th century by famous retailers and wholesalers such as Henry Sands Brooks, Rowland Hussey Macy, and John Wanamaker after they recognized the need for high-quality products that were cheaper than manufacturer brand names. (See Exhibit II for private labels sold in the 19th Century). At the beginning, private label products were developed on the same lines as brand names. As companies developed good quality products with a variety of names and protected them with trademarks, retail outlets did the same with their private label product lines. However, in the middle of the 20th century many retail outlets lowered the quality of their private label products as they were unable to withstand competition from brand names. ..

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