How to Create a Brand Architecture for Private Label Products

Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other brands. Consequently, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL … Continue reading How to Create a Brand Architecture for Private Label Products

Why do we buy private label brands?

Almost all of us buy private label brands (PL). But have you ever wondered why? Low price is, of course, the key reason. But does it suffice to explain it all? What goes through our mind when we buy PL? What happens afterward? Which archetypal forces are controlling us? Let’s analyze a little. As said … Continue reading Why do we buy private label brands?

The evolution of private label brands

Did you know that private label brands (PL) have been around for almost a century? Back in 1928, it was the Swiss, who introduced the concept. And since then PL has been spreading like wildflowers. To be fair PL is more than spreading: it is also “evolving.” Today, we are witnessing a quiet renaissance, which … Continue reading The evolution of private label brands