Phantom brands take private-label products beyond supermarket shelves

A recent article in the UK’s Daily Telegraph shone a light onto the seemingly recession-proof performance of fixed-price budget chains, including Poundland. One way in which it pulls in the punters is by marketing so-called ‘phantom brands’ to create a more appealing shopping experience. Other retailers have also deployed phantom brands to increase market share – setting alarm bells ringing for name-brand owners already facing massive competition from supermarkets.