From a single brand policy to a portfolio of specialized brands
: the impact of private label branding strategy in the case of Decathlon

  • Beatriz Jardim Pereira (Student)

Student thesis: Master's Thesis


Private Label Brands (PLBs) have become more sophisticated. They now represent a threat tobig Manufacturer Brands (MBs). This dissertation aims to highlight the importance of theirbranding strategy and how this one is able to impact consumers perception and PLBs’ share.There are several studies regarding PLBs in the grocery sector. However, literature in sportinggoods market is scarce. This market has peculiar characteristics where branding strategies take even more importance.To illustrate this, the Decathlon Group teaching case was developed. The retailer moved from a single brand policy to a portfolio of specialized brands, called “passion brands”. The case outlines the challenges faced by the company when using an umbrella branding strategy. The rebranding was essential to build innovative brands and to increase PLBs’ share of the group.Moreover, Decathlon is a notable example of a company that was able to succeed by not usingthe traditional three-tier private label portfolio strategy, but instead of it, by dividing its PLBs into categories of expertise. Finally, this teaching case discloses the new challenge faced bythe company and how their branding strategy might have gone too far.After analysing the case, students should be able to recognize branding decisions importance and impact. They should also understand that PLBs’ architecture has become more complexand needs to be as carefully managed as it is in MBs.
Date of Award28 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorKyryl Lakishyk (Supervisor) & André de Almeida Pinho (Co-Supervisor)


  • Brand architecture
  • Branding
  • Decathlon
  • Private Label Brands
  • Private labels
  • Sporting goods


  • Mestrado em Gestão e Administração de Empresas

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