Brand blocking is a technique which is designed to increase the prevalence of beacon brands. A beacon brand can only be effective if positioned in the right place and blocked together to increase visual impact. A useful technique is to firstly identity the beacon brand in any given category, move it to eye level and create a 'block' of that brand for maximum effect. Walk as far back from the fixture as you can and you should be able to quickly and easily see the beacon brand and therefore identify the respective category.

If you stock a lot of equivalents to the brand leader it only serves to dilute the category. Customers often come in to purchase the brand leader and they can become frustrated if they are faced with lots of equivalents. If they have too many options to choose from they may be unable to decide and consequently not purchase anything. Usually, one or two brand leaders, a tertiary brand and an own label alternative covering multiple formats will be sufficient.