Store Brand Challenge is a book by Nirmalya Kumar and Jan Benedict Steenkamp. This book describes the strategies for private labels that major retailers are using, and analyses how major national brands can mount a response. The book covers: Retailer strategies: How retailers compete on price with traditional private labels, on quality with premium store brands, and for rational consumers with value innovator brands. National brand response: How major brands can develop strategies to compete against or collaborate with private label purveyors. Actionable strategies: The book offers practical strategies for navigating the changing retail landscape, including detailed case studies, visuals, and hands-on tools.