ABSTRACT
Accurate branding strategies contribute to the performance of companies among the countries. This chapter presents a theoretical overview of branding and own label. It examines the literature of branding performance and own label within a retail business context. In a competitive market, branding plays a fundamental role and priority for the firms. The actions taken will determine their stability, production levels, and even customer perceptions and loyalty. The purpose of branding within firms is to capture and support potential clients interested in the product or service, in order to achieve the highest profits, maximise sales and accomplish internal objectives. The branding performance in own label has an important role in businesses, as a mechanism for reaching new clients and strengthening customers’ loyalty. Simultaneously, companies must take advantages of market gaps within products. A comparative study of the branding performance in a developing and in an emerging country, in order to establish similarities and differences among companies.
