Article | July 10, 2017

Manufacturer Brand Erosion: A Two Part Series

Source: APG Cash Drawer, LLC
Buyer-Driven Brand

By Breanna Brown, Creative Marketing Ambassador, APG Cash Drawer

A brand is more than just a name; it’s the identifier that creates the perception of a company among its customers. Walk into a grocery store, and you’re surrounded by brands. Grocery stores have in a sense become warehouses for product brands. But what about a store’s own brand?

Grocery shopping has become something you can do online and it’s become easier than ever. But is it the best thing for one’s own brand? Shoppers today don’t even have to leave the comfort of their homes to buy their tomatoes, cereal boxes and favorite cuts of beef. Order them online, and they’ll be at your door in an hour or two.

If you’re a shopper, that’s great. But if you’re the retailer, maybe not. Unless they handle the deliveries themselves, retailers have to outsource the service to a third party – an entity like Instacart, Postmates, Google Express and Amazon Prime Now.