31:
192:
167:. They are sometimes used interchangeably, but they don't mean the same thing. A private-label product is created exclusively for a client, who sets specific demands on what the product or service must contain. A white-label product is not created exclusively for one company, and although white-label manufacturers might offer customizations to their products, these are usually limited. The specifications of a private-label product are set out by the client, whereas a white-label product is more generic and already designed.
357:
struggle against national brands, low prices were considered more important than quality. In the second half of the century, this trend gradually reversed. As quality and visual appearance improved, private labels rose to prominence in the 1970s and '80s. By the 1990s, they were increasingly seen as a threat to the established brands. Also, from the '90s onwards, a premiumization of store brands began to occur, giving rise to more expensive
176:
1610:
While national brands had colorful packages with pictures and words describing product quality, private label brands were called "generic," with bland packaging and branding. Consumers then often considered private label products to be of inferior quality compared to the national brands they stood
356:
Private-label brands emerged in the 19th century. Until the early 20th century, their general focus was on delivering quality at a price below that of the national brands. In the first half of the 20th century, the quality of private brands diluted and their standards dropped. In their competitive
519:
Flexibility and agility– Retailers have greater flexibility and agility in introducing new products and responding to changing market trends with private label products. They can quickly adapt to consumer preferences, experiment with different product offerings, and capitalize on emerging market
367:
are often associated with store brands. Generic products were first introduced in the United States in 1977, quickly winning market share from national and private-label brands. A 1981 academic article described them as products "without brand names, in very plain packages with simple labels and
391:
diapers, but also produces a
Walmart budget version. Allegedly, some store-brand items are identical to their name-brand counterparts: they are said to be literally the same product, except for the packaging and price. In other cases, a manufacturer can have multiple formulas for one product,
411:
Fast food restaurant chains sell their products under their private-label brands. Their core items are usually fries and meat-based items, but they might also offer brownies, muffins, cookies, and salads. These private-brand products are offered alongside national-brand products, such as
515:
Quality control– Retailers have greater control over the quality of private label products since they work closely with manufacturers to meet their specific requirements. Retailers can ensure that their private label products meet their quality standards and customer
495:. These cards usually feature the logo of the payment network, and sometimes the logo of the bank. Unlike PLCCs, co-branded cards work like 'normal' credit cards, usable at any place where that type of card is accepted. For instance, warehouse chain
899:
368:
usually sold at prices below both the national and private brands with which they compete". Packages of generic products often feature only the name of the type of product it contains, e.g. "Cola" or "Batteries". Nowadays, the terms
523:
Higher profit margins– Private label products offer higher profit margins for retailers compared to branded products. Since private label products are manufactured directly for the retailer, there are no intermediary brand costs
66:
owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by the firm that owns it, although in rare instances the brand is
1936:
Like a store card or a loyalty card, using a co-branded card lets you access discounts and special deals. However, since the card is backed by a major issuer and/or network, you can use it anywhere that type of card is
452:. The retailer partners with a bank that issues the cards, funds the credits, and collects payments from customers. The cards themselves are branded with the logo of the store, but not the bank. Examples are the
1404:
1378:
1586:: "Similar stores like Aldi ... have a private-label concept but have not transcended the stigma of "generic" as Trader Joe's has, nor have they mastered the art of brand deception (or perception)."
1976:
889:
1135:
337:
in their contracts, making it difficult to determine the producer of a private-label product. In a few cases though, the manufacturer is allowed to mention it publicly, is revealed through a
1637:
Another interesting piece of information: generics are often made by that national brand, in the same plant, from the same farm, the same dairy etc, but just packaged in a less flashy way.
975:
In a white label relationship, while the provider or manufacturer may offer a range of customizations to fit specific needs, they specify the design, parts, ingredients, or offerings.
1788:
724:, p. 10: "The label owner may manufacture his own private label products or have them manufactured and packaged to certain specifications by outside sources, including imports."
996:
660:
383:
A private-label brand is often produced by the same company that manufactures the national brand of that product. Different brands target different consumers. For instance,
448:(PLCC) is a type of credit card that can only be used at a specific company or chain of companies. Since this is virtually always a retail business, they are also called
1250:
843:
2001:
1150:
1227:
1632:
925:
1392:
1570:
1042:
86:, in which a firm is contracted to make a product under another name. However, it can also define products made in retailer-owned firms. For example, in 2018,
1547:
1688:
1677:: Sometimes suppliers have multiple formulas for one product; they might produce a private-label version using one formula and the brand label with another.
1366:
962:
1605:
1277:
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871:
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1813:
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1316:
948:
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30:
396:
brought to light that more than 100 different brands of pet food, both premium- and private-label, were in fact produced by a single company:
1960:
1111:
1860:
1780:
1765:
772:
1837:
800:
400:
in
Ontario, Canada. The ingredients and recipes they used differed substantially among brands, depending on what their clients specified.
637:
1341:
988:
1714:
590:
652:
310:. The general appeal of store-brand products is that they are usually offered at a lower price than their name-brand counterparts.
1931:
1204:
705:
512:
Cost savings– Private label products are often priced lower than their branded counterparts, providing cost savings for consumers.
1181:
1653:
1242:
191:
833:
1506:"Clorox vs. Chlorine Bleach: Generic Products Are Winning Noticeable Shares Of Market From National Brands, Private Labels"
1158:
1219:
683:
333:
owned 32 plants as of 2012. Most retailers prefer to keep the identity of their suppliers private, and accordingly have
1624:
917:
1832:
1562:
1434:
1034:
746:
298:, also called premium brands or name brands, with its items sometimes being called brand-name products. Examples are
1537:
2048:
1950:
970:
606:, p. 9: "Any time a product is packaged under a label owned by a retailer, it can be called private label."
99:
1597:
492:
1510:
1346:
1321:
1265:
1076:
1011:
863:
1883:
329:, including 19 dairy farms, 10 bakeries, and 2 butcheries, strategically spread across the US. Similarly,
1803:
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creating a private-label version using one method and the national-label version using another. In 2007,
2053:
1808:
1515:
1081:
417:
393:
334:
118:, but has since been used in other industries as well. Probably the best known private-label brands are
1326:
940:
499:
offers a
Nordstrom Store Card (private label) and a Nordstrom Credit Card (co-branded), both issued by
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1457:
255:
131:
1400:
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163:
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453:
342:
318:
314:
283:
91:
76:
72:
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764:
1827:
790:
403:
In the United
Kingdom, supermarkets have been criticised for "fake farm" private label brands.
1956:
1107:
629:
534:
1466:
1374:
894:
469:
290:. Store brands can also be eponymous, or named after the store, such as Joe's O's cereal by
1351:
380:
can be used as a pejorative toward store brand items that are perceived as bland or cheap.
1542:
795:
554:
477:
317:, but some are made by companies owned by the retailer. For instance, a vice-president of
231:
580:
291:
1921:
1196:
1061:
697:
473:
384:
338:
295:
275:
271:
195:
Shelves in a
Swedish grocery store showing both private label and international brands.
143:
39:
1101:
2042:
1452:
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500:
457:
364:
279:
204:
127:
1661:
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is almost always used, even if the same product is sold non-exclusively to multiple
187:
for its Greek branch. Around 80% of the products in a Lidl store are private labels.
1273:
1128:"One more way Aldi maintains its low-price reputation: Specially Selected products"
890:"The Only Difference Between Brand Names And Generic Groceries Is The Mental Block"
585:
549:
330:
341:, or in rare instances, is stated on the product itself. For example, the bags of
307:
175:
1519:
1056:
465:
433:
413:
322:
263:
247:
200:
135:
123:
83:
491:
Private-label store credit cards are sometimes compared to but not the same as
485:
425:
397:
1505:
675:
17:
539:
496:
481:
350:
299:
239:
147:
46:. Right: a private-label brand. Note the price difference and similar boxes.
989:"What is Private Label Branding? Private Label Definition and How it Works"
765:"How Trader Joe's, Whole Foods, and Kroger Make Their Store-Brand Products"
1598:"Generic no more: How private label products compete with national brands"
1422:
738:
321:
stated in 2018 that approximately 60% of their private-label products are
1977:"The potential for powerhouse Private Brands: an updated view | McKinsey"
1689:"Tesco faces legal threat over marketing its food with 'fake farm' names"
1423:"The Effect of Generic Products on Consumer Perceptions and Brand Choice"
303:
267:
151:
139:
1393:"The rise of premium private label and its impact on discount retailers"
1367:"Deloitte report: What does the future hold for the food retail sector?"
1478:
1453:"The Market for Generic Brand Grocery Products: A Review and Extension"
461:
421:
388:
251:
68:
35:
1922:"How co-branded credit cards work and the 5 most unique ones we found"
838:
346:
326:
259:
243:
212:
115:
95:
87:
82:
The most common definition of a private label product is one that is
1470:
1899:"Private Label vs Co Branded Credit Cards: What Is The Difference?"
102:. In other cases, they are allowed to mention their role publicly.
1220:"How La Boulangerie Bounced Back and Into Trader Joe's and Costco"
190:
174:
63:
43:
29:
1926:
1243:"These are the big brands hidden behind Costco's Kirkland label"
941:"White Label vs. Private Label Products: What's the Difference?"
429:
325:. The remaining 40% is manufactured internally: in 2018, Kroger
287:
184:
1781:"What's The Difference Between A Store Card And A Credit Card?"
1446:
1444:
1151:"15 Healthy Cereals You Can Get Your Hands on at Trader Joe's"
1952:
Private Label
Strategy: How to Meet the Store Brand Challenge
1625:"Generic vs Name Brand Foods - Is there really a difference?"
1421:
Wheatley, John J. (1981). Monroe, Kent B.; Abor, Ann (eds.).
918:"Generic vs Name Brand Foods – Is there really a difference?"
1660:. Vol. CCXLIX, no. 108. p. B1. Archived from
1106:. Westport, Connecticut: AVI Publishing Company. p. 4.
812:
810:
313:
Most private-label store brand products are manufactured by
2033:
98:. Private-label producers are usually anonymous, sometimes
911:
909:
1012:"Beginner's Guide to Private Labeling and White Labeling"
574:
572:
570:
246:. This brand is almost always offered exclusively at the
1340:
Dunne, David; Narasimhan, Chakravarthi (May–June 1999).
1949:
Kumar, Nirmalya; Steenkamp, Jan-Benedict E. M. (2007).
1293:, pp. 40–41, Chapter 2: History of Private Labels.
1174:"Generic Brand Definition – Difference from Brand Name"
963:"White Label vs Private Label – What's the Difference?"
819:, pp. 28–40, Chapter 2: History of Private Labels.
183:, "remembrance, memory"), a private-label trademark of
1315:
Quelch, John; Harding, David (January–February 1996).
791:"What Brands Are Actually Behind Trader Joe's Snacks?"
250:
that owns it, although in rare instances the brand is
676:"Private Label: Definition, Example, Pros & Cons"
2028:
1751:
1749:
1747:
717:
715:
1451:McEnally, Martha R.; Hawes, Jon M. (January 1984).
1103:
Private Labels: Store Brands & Generic
Products
94:; the remaining 40% was manufactured internally by
1416:
1414:
827:
825:
488:), but they do use that network for transactions.
254:to another company. Examples of store brands are
1715:"Tesco takes flak over 'misleading' Farm brands"
1531:
1529:
732:
730:
1647:
1645:
1317:"Brands Versus Private Labels: Fighting to Win"
857:
855:
853:
784:
782:
758:
756:
394:a mass-recall of contaminated pet food products
1433:. Association for Consumer Research: 166–169.
883:
881:
1538:"Brand Names Just Don't Mean as Much Anymore"
1266:"The Untold Truth Of Costco's Kirkland Brand"
376:are sometimes used interchangeably. The term
71:to another company. The term often describes
8:
1779:Huffman, Lee; Adams, Dia (3 January 2021).
476:). PLCCs also do not carry the logo of the
90:had 60% of its private brands produced by
27:Brand made by one firm, offered by another
653:"Private Label Meaning & Definition"
2029:Private Label Manufacturers Association
1738:
1635:from the original on 24 November 2021.
1491:
1302:
1290:
1184:from the original on 20 September 2020.
816:
721:
663:from the original on 18 September 2020.
615:
603:
566:
1804:"What Is a Private Label Credit Card?"
1687:Smithers, Rebecca (13 December 2017).
1573:from the original on 3 September 2011.
1197:"Is Self-Manufacturing Right For You?"
1035:"Lidl rolls out private label produce"
737:Aylward, Lawrence (23 February 2018).
1876:"Review of the Amazon.com Store Card"
1840:from the original on 7 February 2022.
1674:
1596:Heneghan, Carolyn (7 November 2016).
1583:
1550:from the original on 20 January 2022.
1437:from the original on 20 October 2020.
846:from the original on 2 December 2020.
834:"Private Label Brands Roar At Retail"
7:
1874:Harkness, Brendan (6 January 2020).
749:from the original on 9 October 2021.
349:feature the text "Custom roasted by
2002:"What Is Amazon FBA Private Label?"
1863:from the original on 16 April 2021.
1816:from the original on 16 March 2022.
1768:from the original on 26 April 2022.
1280:from the original on 19 March 2022.
1264:Willcox, Laura (22 February 2022).
1253:from the original on 12 April 2022.
1230:from the original on 31 March 2021.
1218:Tuder, Stefanie (28 October 2016).
1138:from the original on 31 March 2021.
1022:from the original on 14 April 2021.
928:from the original on 10 April 2021.
874:from the original on 24 March 2022.
803:from the original on 11 April 2022.
593:from the original on 28 March 2022.
1934:from the original on 4 June 2020.
1909:from the original on 3 March 2022.
1381:from the original on 21 June 2020.
1365:Shoup, Mary Ellen (19 June 2020).
1342:"The New Appeal of Private Labels"
1195:Canning, Kathie (4 January 2012).
1149:Baker, Katherine (26 April 2017).
775:from the original on 7 April 2022.
708:from the original on 4 March 2022.
25:
1791:from the original on 10 May 2021.
1654:"101 Brand Names, 1 Manufacturer"
1608:from the original on 3 May 2022.
1241:Louis, Serah (23 December 2021).
1045:from the original on 6 June 2023.
951:from the original on 10 May 2021.
1536:Tuttle, Brad (1 November 2012).
1504:Yao, Margaret (10 August 1979).
1407:from the original on 3 May 2022.
1207:from the original on 3 May 2022.
1033:Hamstra, Mark (6 January 2023).
999:from the original on 3 May 2022.
902:from the original on 2 May 2022.
864:"Store Brand Vs. National Brand"
763:Hirsh, Sophie (4 January 2022).
686:from the original on 2 May 2022.
640:from the original on 2 May 2022.
1563:"10 Secrets About Store Brands"
969:. 11 April 2020. Archived from
1561:Heller, Laura (29 June 2011).
832:Biscotti, Louis (2 May 2019).
789:Dixon, Vince (9 August 2017).
674:Mahmoud, Rasha (31 May 2020).
1:
1853:"Walmart Rewards Card Review"
1758:"Guide to Store Credit Cards"
1427:Advances in Consumer Research
1172:Bhasin, Hitesh (8 May 2020).
1010:Ellis, Matt (11 March 2021).
995:. Thomas Publishing Company.
1833:U.S. News & World Report
1802:Irby, Latoya (9 June 2021).
888:Hamm, Trent (28 July 2012).
630:"How Private Labeling Works"
294:. Store brands compete with
286:, and Specially Selected by
142:. Store brands compete with
1652:Byron, Ellen (9 May 2007).
1100:Fitzell, Philip B. (1982).
939:Starr, Rob (7 April 2022).
698:"What is Private Labeling?"
581:"How Private Brands Matter"
238:, is a private-label brand
2070:
1955:. Harvard Business Press.
1713:White, Kevin; Quinn, Ian.
503:and using Visa's network.
215:with different packaging (
2000:Barnes, Jo (2023-04-25).
1897:kyle (25 February 2022).
1062:Dictionary.com Unabridged
507:Benefits of private label
456:Debit RedCard (issued by
446:private-label credit card
75:, but can also encompass
1623:Laurin (23 April 2015).
916:Laurin (23 April 2015).
2006:Your Lifestyle Business
1658:The Wall Street Journal
1511:The Wall Street Journal
1347:Harvard Business Review
1322:Harvard Business Review
493:co-branded credit cards
464:Reward Card (issued by
161:overlaps with the term
122:, which are managed by
1077:"Own brand definition"
987:Henneberry, Brittany.
472:Store Card (issued by
359:premium private labels
335:non-disclosure clauses
196:
188:
96:plants owned by Kroger
47:
1886:on 26 September 2020.
1082:CollinsDictionary.com
945:Small Business Trends
194:
178:
159:private-label product
146:or name brands, like
130:chains. Examples are
33:
1920:Gravier, Elizabeth.
1458:Journal of Marketing
579:Hargrave, Marshall.
1880:Credit Card Insider
1401:Nielsen Corporation
862:Chron Contributor.
704:. Orbit Local LLC.
545:White-label product
209:private label/brand
207:industry, the term
164:white-label product
60:private-label brand
1851:Johnson, Holly D.
1161:on 22 August 2017.
628:Morrison, Stella.
343:Kirkland Signature
319:The Kroger Company
197:
189:
88:The Kroger Company
48:
1962:978-1-4221-0167-4
1604:. Industry Dive.
1403:. 2 August 2019.
1371:FoodNavigator-USA
1354:on 21 April 2021.
1305:, p. IX + 4.
1134:. 29 March 2021.
1132:brick meets click
1113:978-0-87055-415-5
739:"Crowning Kroger"
535:Contract packager
424:, and ice creams
242:and managed by a
217:white label/brand
16:(Redirected from
2061:
2049:Brand management
2016:
2015:
2013:
2012:
1997:
1991:
1990:
1988:
1987:
1981:www.mckinsey.com
1973:
1967:
1966:
1946:
1940:
1939:
1917:
1911:
1910:
1894:
1888:
1887:
1882:. Archived from
1871:
1865:
1864:
1848:
1842:
1841:
1828:"Target REDcard"
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1664:on 3 April 2015.
1649:
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1629:The Dinner Daily
1620:
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1375:William Reed Ltd
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1350:. Archived from
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1325:. Archived from
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1157:. Archived from
1155:Spoon University
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1118:
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1039:Supermarket News
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978:
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973:on 26 May 2020.
959:
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922:The Dinner Daily
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895:Business Insider
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651:MBA Skool Team.
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226:, also called a
54:, also called a
21:
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2039:
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2034:StoreBrands.com
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1471:10.2307/1251313
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1329:on 24 May 2016.
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555:Ghost developer
531:
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478:payment network
442:
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398:Menu Foods Inc.
327:owned 38 plants
296:national brands
232:British English
173:
144:national brands
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2067:
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2023:External links
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1968:
1961:
1941:
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1794:
1771:
1756:Kagan, Julia.
1743:
1739:Fitzell (1982)
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1492:Fitzell (1982)
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1065:(Online). n.d.
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441:
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385:Kimberly-Clark
365:Generic brands
339:product recall
276:Dollar General
172:
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134:by Kroger and
114:originated in
107:
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40:national brand
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26:
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769:Green Matters
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702:Ecommerce CEO
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514:
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501:TD Bank, N.A.
498:
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458:TD Bank, N.A.
455:
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315:third parties
311:
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280:Market Pantry
277:
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272:Clover Valley
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205:grocery store
202:
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133:
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128:grocery store
125:
121:
117:
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112:private label
105:
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101:
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92:third parties
89:
85:
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56:private brand
53:
52:private label
45:
41:
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18:Private brand
2054:Store brands
2009:. Retrieved
2005:
1995:
1984:. Retrieved
1980:
1971:
1951:
1944:
1935:
1925:
1915:
1902:
1892:
1884:the original
1879:
1869:
1856:
1846:
1831:
1822:
1807:
1797:
1784:
1774:
1762:Investopedia
1761:
1734:
1722:. Retrieved
1718:
1708:
1696:. Retrieved
1693:The Guardian
1692:
1682:
1675:Dixon (2017)
1670:
1662:the original
1657:
1636:
1628:
1618:
1609:
1602:Grocery Dive
1601:
1591:
1584:Dixon (2017)
1579:
1566:
1556:
1541:
1509:
1499:
1494:, p. 6.
1487:
1465:(1): 75–83.
1462:
1456:
1430:
1426:
1396:
1387:
1370:
1360:
1352:the original
1345:
1335:
1327:the original
1320:
1310:
1298:
1286:
1274:Static Media
1269:
1259:
1246:
1236:
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1213:
1201:Store Brands
1200:
1190:
1177:
1167:
1159:the original
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794:
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743:Store Brands
742:
701:
692:
680:Retail Dogma
679:
669:
656:
646:
634:business.com
633:
623:
618:, p. 4.
611:
599:
586:Investopedia
584:
550:Ghost writer
490:
449:
445:
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407:In fast food
402:
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377:
373:
369:
363:
358:
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331:Safeway Inc.
312:
292:Trader Joe's
256:Simple Truth
235:
227:
223:
221:
216:
208:
198:
180:
171:Store brands
162:
158:
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132:Simple Truth
120:store brands
119:
111:
109:
81:
59:
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51:
49:
1857:The Balance
1809:The Balance
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1178:Marketing91
468:), and the
466:Capital One
450:store cards
414:soft drinks
374:store brand
264:Great Value
248:chain store
240:trademarked
228:house brand
224:store brand
201:supermarket
136:Great Value
124:supermarket
100:by contract
2043:Categories
2011:2023-05-19
1986:2023-05-19
1719:The Grocer
561:References
486:Mastercard
440:In finance
426:co-branded
345:coffee by
323:outsourced
84:outsourced
38:. Left: a
1937:accepted.
1520:134427702
1247:MoneyWise
657:MBA Skool
540:Rebadging
524:involved.
497:Nordstrom
434:M&M's
418:Coca-Cola
351:Starbucks
308:Kellogg's
300:Coca-Cola
236:own brand
213:retailers
157:The term
148:Coca-Cola
110:The term
106:Etymology
1932:Archived
1907:Archived
1861:Archived
1838:Archived
1814:Archived
1789:Archived
1766:Archived
1633:Archived
1611:next to.
1606:Archived
1571:Archived
1548:Archived
1516:ProQuest
1435:Archived
1405:Archived
1379:Archived
1278:Archived
1251:Archived
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1182:Archived
1136:Archived
1043:Archived
1020:Archived
1016:Ecomdash
997:Archived
949:Archived
926:Archived
900:Archived
872:Archived
844:Archived
801:Archived
773:Archived
747:Archived
706:Archived
684:Archived
661:Archived
638:Archived
591:Archived
529:See also
268:Wal-Mart
252:licensed
244:retailer
140:Wal-Mart
77:services
73:products
69:licensed
42:made by
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462:Walmart
460:), the
389:Huggies
378:generic
230:or, in
199:In the
62:, is a
36:aspirin
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1785:Forbes
1724:5 July
1698:5 July
1567:Forbes
1518:
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1270:Mashed
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480:(e.g.
470:Amazon
454:Target
387:makes
347:Costco
306:, and
284:Target
260:Kroger
179:νώμα (
116:retail
1475:JSTOR
1224:Eater
868:Chron
796:Eater
428:with
422:Pepsi
304:Lay's
234:, an
152:Lay's
64:brand
44:Bayer
1957:ISBN
1927:CNBC
1726:2023
1700:2023
1543:Time
1108:ISBN
482:Visa
430:Oreo
372:and
288:Aldi
203:and
185:Lidl
181:noma
126:and
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484:or
432:or
420:or
416:by
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
