Marketing of Private Labels

Pratap Mandal

OAI: oai:igi-global.com:269497 • DOI: 10.4018/IJBSA.20210101.oa5

Private labels are developed and sold by retailers and wholesalers. Private labels are gaining in importance and are competing with established brands. Private labels succeed because of certain critical factors. Such brands differentiate themselves and add value so that customers choose such brands over established brands. Companies selling private labels adopt a number of strategies and initiatives to succeed in the competition. The study discusses all these aspects, the reasons for success of private labels, and the measures such brands adopt to achieve business excellence. Academicians and practicing managers will be able to appreciate the importance of and the impact created by private labels. They might suggest effective strategies and initiatives so that customers are delighted by private labels and such brands succeed in the long run.

Business and Management Business and Organizational Research Operations & Service Management