Abstract

The strong growth in the share of own brands in Catalan supermarket shelves and the decline in manufacturers' brands requires a historical review of the reasons that have led to this situation following the respective business models; and at the same time, to a comparative analysis of the values that consumers give to each other.

  To develop the study, a survey is carried out on a representative sample of Catalans to find out the perception of the values they assign to their own brands and those of manufacturers. The following aspects are taken into account: quality, innovation, variety, safety, trust and guarantee, healthy and healthy components, care for the environment, association with humanitarian causes, identification on the shelf, stable price, cheap, adaptation to customer tastes, stay ahead of demands, creativity by providing services, product advertising; all these values shape the brand environment. Along with the field work, they carry out group dynamics with manufacturers and distributors to grasp the vision they have of the business from a strategic and future perspective.

The communication that will be presented will show: 1) the historical evolution of the relationship between own brands and manufacturer brands; 2) the state of the current competition and compared business model; 3) the perception of Catalan consumers of the values of certain brands, based on the change in habits experienced; 4) collaboration experiences and cases between own brands and manufacturers' brands; and 5) the conclusions about the future scenario.