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Home→The Westburn Dictionary of Marketing→O→own label

own label

Definition:
This is the practice of BRANDING PRODUCTS by a RETAILER Using its own private brand label, as opposed to branding by a manufacturer or a distributor, e.g. Marks & Spencer, Boots the Chemist, Safeway. This practice is widely used by SUPERMARKETS and chain stores where their own label products are intended to enhance the store's image and encourage customer loyalty. Own label branding was taken a stage further by some supermarket retailers with the introduction of GENERIC PRODUCTS in the late 1970s.

Cross-References:
[product] [generic products] [branding] [supermarket] [retailer]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Margaret D. Potts and Michael J. Baker], [1998].