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Marketers devote great efforts to maintaining brand value. However, brand value can come under attack in the absence of sufficient product performance and image differentiation in a process called unbranding. This paper aims to provide insights and guidelines that will give marketing managers tools to deal with variables that impact consumer decisions on whether to buy a national brand or a store brand product.

A consumer research study was based on a random, mall intercept with 188 respondents consisting of seven questions scored on a ten‐point scale. The results are presented on a set of graphs accompanied with some analysis of means (ANOM) applications.

Results indicated that a significant portion of consumers (from over 40 percent to a high of 85 percent) feel that the quality differences between branded and generic products have diminished and the price premiums charged by branded products are often no longer justifiable.

The findings of this study imply that in branded product premium image must be maintained and enhanced, otherwise it will be lost. In addition, the trend of brand value loss referred to as unbranding will vary significantly by and within a product category.

Branded products must maintain their superior consumer perception and product performance. Store or generic brand marketers should exploit the favorable price‐value relationship gained because of the loss of brand value through a process of store branding.

The new concept of unbranding is introduced together with research‐based recommendations for brand value protection strategies.