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Private Label

Private label refers to products manufactured or produced by one company (the retailer or reseller) and sold under the retailer’s own brand name rather than the manufacturer’s brand name. In academia, private label branding is studied within the fields of retail management, brand strategy, and consumer behavior. Researchers investigate the definition and characteristics of private label brands, including quality, price positioning, and brand equity, to understand their role in retailing and consumer preferences. Private label branding allows retailers to differentiate their products, control pricing and distribution, and build customer loyalty and brand equity through unique value propositions and positioning strategies tailored to target market segments and consumer preferences. By developing private label brands, retailers can offer exclusive products, expand product assortments, and enhance their competitive advantage in the marketplace while achieving higher profit margins and customer retention. Academic studies on private label branding also explore marketing strategies, such as product differentiation, packaging design, and promotional campaigns, to increase brand awareness, perceived value, and purchase intent among consumers, as well as challenges and opportunities in private label management, supplier relationships, and brand positioning in dynamic and competitive retail environments.

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