Private Branding: Refocusing and Transforming Retail Management Strategies for the Future

Abstract

Private brands, which include those that carry the name of the store in some way or those that are exclusively available from a specific retailer, has evolved into the mainstream of branding strategy. The history of private brands has been one that has seen varying levels of success and acceptance over the years as it fell under the assault of large packaged goods companies in the 1950s. Because private brands typically cost less to make and sell than national brands, one of its problems has been its poor brand image compared to national brands.