Private label products or services are those manufactured or provided by one company for offer under another company’s brand. These are also known as store brands, private brands, or private goods. Private brands are available in a wide range of industries from food to cosmetics. In the past, these products were often considered to be lower cost alternatives to major brands, but many private brands are now showcased as premium brands and compete with existing name brands.
There are many advantages for retailers to promote private label products. The packaging and labels can be custom tailored to meet specifications, including product name, description, company’s logo and contact information. Private labeling allows more control over pricing strategies. There is also more freedom for retailers to create their own marketing plans and to control their own inventory in stock. With higher margins possible, there is a greater opportunity for profit. Private branding allows retailers to create a personalized and unique image, which promotes stronger customer loyalty.
Private labeling allows for greater control over many factors – including sales, marketing, and distribution. Retailers can have complete control over product distribution with private label products. The products are only available from the retailer – customers will not go into a popular megastore and find the private brand product at a lower price. Customers will not find the private brand product somewhere else on the internet either.
With private labeling, retailers can acquire products that are already developed, or that can be changed and re-branded in an individual fashion. Basically, retailers can control many business aspects, and create their own unique product. They can personalize the products, add their own information, additional materials, logos, titles, etc. This can all be done in a lot less time than it would take to develop the product from scratch.
In recent years there has been a significant increase in the number of private label brands. This is particularly true in Europe, where private label goods account for almost half the products sold in supermarkets. This figure is closer to 25% in the United States, but the trend appears to be increasing.
Private brands come from several different sources. Numerous companies now offer contract manufacturing for private goods. Large national brand manufacturers often supply private label brands. Occasionally, competing brands are even made by the same large manufacturer. Ingredients, quality, and designs often differ quite a bit among these products, however.
Private brand goods are also acquired from small, quality manufacturers that specialize in particular product lines. Often, these companies concentrate on producing private label brands almost exclusively. There are also regional brand manufacturers that produce private label products for specific markets.
Private label brands are available in a wide range of industries from food to cosmetics. These brands help create a unique product and personalize a brand for retailers. Retailers with strong private label brands create exceptional sales opportunities for themselves. They can build value and recognition from the customers. Private brand products allow retailers to differentiate their products from competitors’ products, and provide consumers with an alternative to other brands.