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Private-label brands

Private-label brands (also known as store or own-label brands) are products manufactured for retailers and distributed through their stores. The products are sold under a retailer’s brand name, typically at lower prices than a manufacturer’s brands. The rise of private label brands is a challenge to manufacturers of consumer goods. A growing number of private label brands are now positioned as premium products - a segment that was hitherto the preserve of traditional brands.

Key Reading

Important papers from across the Warc database

The enduring role that private label ranges can play for retailers and manufacturers, following a rise in popularity during the economic downturn. It argues that retailers can narrow the price gap between private and national brands by showing that private label provides quality as well as value.
This Euromonitor Strategy Briefing discusses the recent sales growth in private label brands
How retailers are developing multi-tiered private label offerings with different pricing strategies.
A meta-analysis of the academic literature on how consumers behave towards store brands.

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