The CPG Marketing Guide
Master the strategies behind every successful brand
In-depth guides to the concepts, strategies, and best practices that drive CPG marketing and trade marketing — written for brand professionals who want real insight, not just definitions.
Trade Marketing & Retail
Merchandising
Merchandising is the practice of strategically selecting, presenting, pricing, and promoting CPG products within retail environments to maximize visibility and drive consumer purchases at the point of sale.
Private Label
Private label is a product manufactured by one company but sold under a retailer's own brand name — such as Costco's Kirkland Signature, Target's Good & Gather, or Walmart's Great Value.
Brand & Marketing Strategy
Brand Awareness
Brand awareness is the degree to which consumers recognize and recall a specific brand within a product category, measured through aided awareness (recognition when prompted) and unaided awareness (spontaneous recall without prompts).
Brand Equity
Brand equity is the value a brand adds to a product beyond the product itself, measured by the price premium (or discount) consumers are willing to pay compared to an unbranded or generic alternative.
Creative Brief
A creative brief is a short strategic document that outlines the objective of a marketing campaign and provides the essential context that anyone producing creative work needs to do it well.
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