CHAPTER 13

PRIVATE LABELS
 Learning Objectives
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 The concept of the private label

 The reasons for the emergence of private labels
 The process of private label creation
 The Concept Of The Private Label
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 The Private Label Marketing Association defines

store brand products as ‘all merchandise sold under
a retail store’s private label. That label can be the
store’s own name or a name created exclusively by
that store.
 In some cases, a store may belong to a wholesale
buying group that owns labels, which are available
to the members of the group. These wholesaler-
owned labels are referred to as controlled labels.
 Classification Of Private Labels
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 Store Brand
 An Umbrella Brand
 An Individual Brand
The Need For A Private Label
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The Evolution Of Private Labels
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Process Of Private Label Creation
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