Word: branded
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Dates: during 1970-1979
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...years many shoppers turned up their noses at "private label" goods, those moderately priced and stingily promoted items that carry the store's own brand name instead of the manufacturer's. Cautious consumers, unsure of their judgment, usually sought out the costlier, more lavishly advertised "national or brand name" products. Now these buying patterns are shifting. The popularity of private-label goods-food, clothes, whisky, appliances, household furnishings-is rising. The change is creating a big, rich and occasionally wacky sales trend in U.S. marketing...
About two-thirds of Whirlpool's sales come from house brands in Sears, Roebuck and other stores. General Electric makes private-brand appliances for J.C. Penney; refrigerators sold under Penney's Penncrest labels are strikingly similar to G.E.'s models but are usually priced lower. Sears' $187.99 Celebrity portable typewriter is made by SCM Corp., which markets a machine with almost identical works under its own name...
Some manufacturers, notably Polaroid and Maytag, refuse to play the private-label game. But for many others, the temptation of greater sales is irresistible. Notes Rodger Gibson, a G.E. brand manager, speaking of the company's private-label operations: "It helps keep the factory busy, and the more units we make, the lower the cost." There is also a growing band of little-known producers who specialize in private labels. One of the biggest, San Francisco's California Canners and Growers, generates annual sales of $102 million by turning out canned goods and other foods mostly for major...
...growing importance of private labels reflects marked changes in consumer attitudes. Brand loyalty is waning, particularly among young people. Consumers have become more knowledgeable and are willing to trust their own buying judgment. "They read the back label more," says Walter P. Margulies, partner in Lippincott and Margulies, marketing consultants. Indeed, there is considerable irony in the increasing prominence of private-label products. Some of them, including Sears' Coldspot and Kenmore appliances and A. & P.'s Eight O'Clock coffee, have become so well known that they now eclipse many vigorously promoted national brands...
Like many other children going to school, Lady Sarah, 7, and David Viscount Linley, 9, wore brand-new uniforms and posed proudly for the camera. There was something distinctive about their photograph, however. It was snapped by their father Lord Snowdon, who is known professionally as Photographer Antony Armstrong-Jones...