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Private Label: Intermediaries, Role in Marketplace

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Why do intermediaries bother to sponsor their own brand? What is the role of private label brands in the market place? From the consumers viewpoint, why would you or wouldn't you buy these generic brands versus more well-known brand names? Does it depend upon the product being sold?

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Solution Preview

Private label brands offer value to the customer as well as higher margin to the retailer. In many cases, it gives the retailer or manufacturer an opportunity to control their own destiny, rather than have their actions (pricing, display) dictated by the major brands. Intermediaries sponsor their ...

Solution Summary

This solution addresses why intermediaries sponsor their own brand, the role of private label in the marketplace, and personal views regarding private label. It includes examples.