Managing Profitability and Brand Identity: Strategic Decisions in Private Label Partnerships for Commodity Producers on the case-example of Riso Scotti

This thesis investigates how national brands can preserve their identity and premium positioning when engaged in private label (PL) production, particularly in low-differentiation commodity markets. Using Riso Scotti, a legacy Italian rice producer, as a case study, the research addresses three main questions: the strategic risks and rewards of PL contracts, evolving consumer behavior and its impact on PL–NB coexistence, and how symbolic differentiation can safeguard brand equity when quality gaps narrow. The theoretical background integrates literature on brand equity, PL–NB competition, symbolic branding, and consumer trust. It emphasizes the role of storytelling, tradition, packaging, and production transparency in influencing consumer perception in contexts of functional parity. The empirical analysis is based on a quantitative survey using a monadic test structure, where 152 respondents evaluated four product variations (baseline, new packaging, new positioning, combined). The study incorporates segmentation (age, gender, education, PL/NB loyalty) and Likert-scale questions to assess consumer trust, perceived quality, and intent-to-buy. Key findings show that neither packaging innovation nor new positioning alone significantly increases purchase intent, but their combination does—particularly among design-conscious and younger consumers. Symbolic cues such as tradition and origin remain important, while packaging changes can reduce perceived heritage. Communication of a proprietary rice-processing method enhances quality perception across segments. The study contributes to the understanding of symbolic defense strategies in PL–NB dynamics and highlights the need for segment-specific brand architecture in dual-production contexts. Keywords: Private Label; Brand Equity; Symbolic Differentiation; Consumer Behavior; Packaging; Food Commodities.

This thesis investigates how national brands can preserve their identity and premium positioning when engaged in private label (PL) production, particularly in low-differentiation commodity markets. Using Riso Scotti, a legacy Italian rice producer, as a case study, the research addresses three main questions: the strategic risks and rewards of PL contracts, evolving consumer behavior and its impact on PL–NB coexistence, and how symbolic differentiation can safeguard brand equity when quality gaps narrow. The theoretical background integrates literature on brand equity, PL–NB competition, symbolic branding, and consumer trust. It emphasizes the role of storytelling, tradition, packaging, and production transparency in influencing consumer perception in contexts of functional parity. The empirical analysis is based on a quantitative survey using a monadic test structure, where 152 respondents evaluated four product variations (baseline, new packaging, new positioning, combined). The study incorporates segmentation (age, gender, education, PL/NB loyalty) and Likert-scale questions to assess consumer trust, perceived quality, and intent-to-buy. Key findings show that neither packaging innovation nor new positioning alone significantly increases purchase intent, but their combination does—particularly among design-conscious and younger consumers. Symbolic cues such as tradition and origin remain important, while packaging changes can reduce perceived heritage. Communication of a proprietary rice-processing method enhances quality perception across segments. The study contributes to the understanding of symbolic defense strategies in PL–NB dynamics and highlights the need for segment-specific brand architecture in dual-production contexts. Keywords: Private Label; Brand Equity; Symbolic Differentiation; Consumer Behavior; Packaging; Food Commodities. Questa tesi analizza come i marchi nazionali possano preservare la propria identità e il posizionamento premium quando partecipano alla produzione per conto terzi (private label), in particolare nei mercati delle commodity a bassa differenziazione. Utilizzando Riso Scotti, storico produttore italiano di riso, come caso studio, la ricerca affronta tre domande principali: i rischi e benefici strategici dei contratti PL, l’evoluzione del comportamento del consumatore e il ruolo della differenziazione simbolica nel proteggere l’equity del marchio quando si riduce il divario qualitativo. Il quadro teorico integra contributi sulla brand equity, la competizione PL–NB, il branding simbolico e la fiducia del consumatore. Si enfatizza il ruolo di narrazione, tradizione, packaging e trasparenza nei processi produttivi nell’influenzare la percezione in contesti di parità funzionale. L’analisi empirica si basa su un’indagine quantitativa con test monadico su 152 rispondenti, che hanno valutato quattro varianti di prodotto (standard, nuovo packaging, nuovo posizionamento, combinazione). L’indagine include analisi di segmentazione (età, genere, livello di istruzione, fedeltà PL/NB) e domande su scala Likert per valutare fiducia, qualità percepita e intenzione d’acquisto. I risultati mostrano che né l’innovazione nel packaging né il nuovo posizionamento aumentano significativamente l’intenzione d’acquisto se considerati separatamente, ma la loro combinazione sì, soprattutto tra i consumatori giovani e attenti al design. I segnali simbolici come la tradizione e l’origine restano rilevanti, mentre il packaging moderno può ridurre la percezione di storicità. La comunicazione del metodo di lavorazione rafforza la percezione qualitativa. Parole chiave: Private Label; Brand Equity; Differenziazione Simbolica; Comportamento del Consumatore; Packaging; Beni Alimentari.