Private label

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A private label is a brand owned by a retailer. To name this brand, the distributor can choose an eponymous name or opt for a specific brand name This is called a flag brand.

It is quite natural that consumers associate the flag brand with the distributor, even if it is distinct. Flag products are only available from the retailer’s network. They are generally sold at a lower price than branded products and enjoy a privileged position in the stores. It is therefore not surprising that these products sell very well.