2. MEANING
Private-label products or services are
typically those manufactured or provided
by one company for offer under another
company's brand. Private-label goods and
services are available in a wide range of
industries from food to cosmetics to web
hosting.
3. DEFINITION
“Brand owned not by
a manufacturer or producer but by
a retailer or supplier who gets
its goods made by a contract
manufacturer under its own label.
Also called private brand”
4. CATEGORIES OF PRIVATE LABELS
STORE BRAND
Store brands are a line of
products strategically branded by
a retailer within a single brand identity. The
retailer will design the manufacturing,
packaging and marketing of the goods in
order to build on the relationship between
the products and the store's customer base.
Store-brand goods are generally cheaper
than national-brand goods.
eg : west side, big bazar
5. UMBRELLA BRAND
Umbrella branding (also called a
family brand) is when a firm uses a
brand name for two or more products.
All products use the same means of
identification and have no
additional brand names or symbols
attached.
Eg: splash, pantaloons etc.
6. INDIVIDUAL BRANDS
It is a marketing policy under
which each product has its own brand,
different from every other product in the
same product family or from the same
firm.
The advantage of individual branding is
that each product has an image and
identity that is unique.
Eg: Procter and Gamble
7. REASONS FOR THE DEVELOPMENT
OF PRIVATE LABELS
Identification of need
Changing customer habit
Need to create unique merchandise
Creating customer loyalty
Need to earn increased margin
