How to brand your private labels

Inge Geyskens, Kristopher O. Keller*, Marnik Dekimpe, Koen de Jong

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

30 Citations (Scopus)


Private labels have become ever-more important and are slowly turning into brands of their own. Retailers increasingly offer three-level 'good, better, best' private-label programs that include economy, standard, and premium private-label tier goods. For each of these tiers, retailers must decide under what name to brand their private label. They can either assign their store banner name to a private-label tier or go for a unique brand name that is separate from the retailer banner. The purpose of this article is to outline the advantages and limitations of these two branding strategies: store-banner branding versus stand-alone branding. Herein, we also provide a series of recommendations regarding when to use each brand strategy, based on characteristics of the retailer and the environment in which it operates. (C) 2018 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)487-496
JournalBusiness horizons
Issue number3
Publication statusPublished - May 2018


  • Marketing
  • Retailing
  • Private-label products
  • Branding
  • Brand names
  • Brand strategy


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