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The growth of supermarket phantom brands

Despite significant quality improvements in private label ranges, supermarkets still face the challenge of quality and value perceptions. To overcome such challenges supermarkets around the world and right here in Australia are creating ranges of “phantom brands” or as Tesco calls them, “venture brands”. They are simply supermarket private label products without any reference to the supermarket’s brand or logo. While this strategy provides significant benefits to supermarkets, it comes