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A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. [ 1 ] [ 2 ] A private-label brand is almost always offered exclusively by the firm that owns it.
Labelling or using a label is describing someone or something in a word or short phrase. [1] For example, the label "criminal" may be used to describe someone who has broken a law. Labelling theory is a theory in sociology which ascribes labelling of people to control and identification of deviant behaviour.
A white-label product is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if they had made it. [ 1 ] [ 2 ] The name derives from the image of a white label on the packaging that can be filled in with the marketer's trade dress .
Mandatory labelling or labeling (see spelling differences) is the requirement of consumer products to state their ingredients or components. This is done to protect people with allergies , and so that people can practice moral purchasing .
Generics may be manufactured by less prominent companies or manufactured on the same production line as branded products. Generic brand products may be of similar quality as a branded product, and are commonly made from the standard ingredients used for branded products.
Private Label Strategy: How to Meet the Store Brand Challenge is a book by Nirmalya Kumar and Jan Benedict Steenkamp. This book describes the strategies for private labels that major retailers are using, and analyses how major national brands can mount a response.
Private label brands, also called own brands, or store brands have become popular. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [1]Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer.