Reflecting higher value creation based on its differentiation strategy, P&G generally charges a 20–40 percent premium for its products in comparison to retailers’ private label brands. For instance, a 150-oz. container of liquid Tide detergent is $18 at Target, while the retailer’s private label brand is priced at $15. Given recent recessionary pressures on disposable household incomes, many consumers switched to private-label brands that they felt