Private Brands - Explained
What are Private Brands?
Written by J. Mance Gordon
Updated at April 17th, 2024
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What is a Private Brand?
A private brand is a product brand that's created for or by a particular store or seller. In other words, it's private to that particular outlet. You're not going to find it in other stores.
Other names for private brands are dealer brands or store brands.
What do we need to know about Private Brands?
Typically, the store is not producing the product. That is, these private brand products are produced by a third party manufacturer.
Quality and price are going to vary widely among private brands. Sometimes, you see a store brand or private brand which is labeled as a higher quality than the national brand. More commonly, however, you see it as a lower price sort of value type option.
So the private brand can come in lots of shapes and sizes, but it's a helpful tool for marketers of a store to increase their brand image or to increase the number of offerings that they have in the store.
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