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Private Brand Definition
A private brand is a product that is exclusive manufactured for a retailer. The retailer will market the product under its brand name.
And prices for private brands are usually set cheaper than competing name brands. Consumers often think that personal brands are of lower quality, but that perception is changing.
What are the Examples of Private Brands?
- Common examples of private brands include are
- Products’ grocery – canned food, frozen food, rice, cereal, sodas, etc.
- And generic medicine and health products – pain relievers, cough syrup, bandages, etc.
- And textiles – towels, washcloths, bedsheets, etc.
- Clothing
- And also household supplies – cleaning products, kitchen utensils, dishes, etc.
Why Develop Private Brands?
- Private brands provide retailers some practical benefits. These include:
1. Control
- The retailer takes much greater control over private products’ quality and marketing because it develops them.
2. Profit margin
- Private product brands tend to take are higher profit margin compared to name brands.
3. Image
- Retailers can create a unique image for their retail establishment with their private brands.
4. Customer loyalty
- It’s possible to improve customer loyalty because of the exclusivity of private brands. If retailers can get consumers hooked on the personal brand, then they must go to that store to get it because it is the only place it’s available.
How is House Brands Born?
- The vast source of house branding is the Private Label Manufacturer’s Association.
- Which are holds Private label trade shows. There, all kinds of makers sell wares to companies that seek private-label goods.
- Other times, the retailer gets the opportunity to buy an existing company or product to make into a house brand. Either way, it’s almost always the third party or outside contractor making the house brand.
- The prodigious example happened in Canada in 2019 when the 100-year-old bakery decided to close the retail location and bake exclusively for the supermarket chain.
- It remains a win-win because the baker its given reliable sales but no longer suffered the hassle of dealing directly with the public—it allowing them to exit high-rent retail locations for a single manufacturing base.
- And ultimately, private labels are about the business spotting the quality product and investing in making that available to their customers.
- If it’s something memorable and unique, it may be another factor in creating brand loyalty with the customers.