Private Brand

Private Brand

A brand placed on products that a large manufacturer has created for a smaller retailer. The smaller retailer places their own private brand label on the final good which was created by a third party manufacturer. Private branding is a cost effective way to gain access to producing a product without requiring a large manufacturing or design team.

Also known as private label.

Many private brands have seen success due to the flexibility in production and little capital required to start (no need to build manufacturing plants). For the manufacturer the benefit of selling private brands is the increased sales volume and stable supply contracts. There are risks associated with relying on an outside firm, but usually these firms are well established and specialize in producing the product.


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  • private brand — ➔ brand1 * * * private brand UK US noun [C] ► MARKETING, COMMERCE a brand of product that uses the name of the store selling it, or another name chosen by the store, rather than the name of the manufacturer: »We produce a variety of sauces,… …   Financial and business terms

  • Private brand — Private branding is when a large distribution channel member (usually a retailer), buys from a manufacturer in bulk and puts its own name on the product. This strategy is, with some exceptions, generally only practical when the retailer does very …   Wikipedia

  • private brand — / praɪvət brænd/ noun a brand owned by a distributor rather than by a producer. Compare primary brand …   Marketing dictionary in english

  • private brand — See own brand …   Big dictionary of business and management

  • private brand — a product marketed under a private label. * * * …   Universalium

  • private brand — a product marketed under a private label …   Useful english dictionary

  • Private label — For the license, see Private label rights. Swedish grocery store where private label products (under the brands Hemköp and Eldorado, Axfood) are placed along with other brands such as Knorr (Unilever) and Blå band (Campbell Soup). Privat …   Wikipedia

  • brand — ▪ I. brand brand 1 [brænd] noun [countable] MARKETING a name given to a product by a company so that the product can easily be recognized by its name or its design: • Virgin s aim is to ensure that all its products and services match and exploit… …   Financial and business terms

  • Brand equity — refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name [Aaker, David A. (1991), Managing Brand Equity. New York: The Free… …   Wikipedia

  • Brand — Brand, n. [OE. brand, brond, AS. brand brond brand, sword, from byrnan, beornan, to burn; akin to D., Dan., Sw., & G. brand brand, Icel. brandr a brand, blade of a sword. [root]32. See {Burn}, v. t., and cf. {Brandish}.] 1. A burning piece of… …   The Collaborative International Dictionary of English

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