Owned brands playbook 2025
Key takeaways
Quality is more than price — it's perception: Content helps shift consumer perception from “cheap” to trusted quality by clearly communicating the value behind the price.
Social proof and storytelling drive confidence: UGC, influencer partnerships and rich content provide the reassurance shoppers need to move from consideration to purchase.
A full-funnel content strategy fuels discovery and loyalty: Beyond just selling, great content introduces shoppers to products they might not have searched for, creating confidence and long-term brand affinity.
Summary
Owned brands often face an uphill battle. The perception of being a “generic” alternative can keep even the best products from gaining traction. There’s a gap between product development and market success, and without the right insights, even the best private label products can struggle to position themselves effectively.
This webinar was hosted by Mena Wouters, Vice President of Client Strategy & Insights at Bazaarvoice discussing the challenges that owned brand managers face — and, more importantly, how they can overcome them to build shopper trust and loyalty in an increasingly competitive market.
