{{Short description|Brand made by one firm, offered by another}} [[File:Bayer Aspirin and store-brand generic on Canadian drugstore shelf.jpg|thumb|Two brands of aspirin. Left: a national brand made by Bayer. Right: a private-label brand. Note the price difference and similar boxes.]] A '''private label''', also called a '''private brand''' or '''private-label brand''', is a brand owned by a company that directly sells the product,<ref name="Investopedia_definition">{{Cite web | first=Marshall | last=Hargrave | title=How Private Brands Matter | url=https://www.investopedia.com/terms/p/private-brand.asp | website=Investopedia | archive-url=https://web.archive.org/web/20220328163920/https://www.investopedia.com/terms/p/private-brand.asp | archive-date=28 March 2022 | url-status=live}}</ref><ref>{{Harvp|Fitzell|1982|p=9}}: "Any time a product is packaged under a label owned by a retailer, it can be called private label."</ref> but outsources the manufacturing to a third party. That is, one company makes a product for another company which then offers the product under its brand name.<ref>{{Cite web | first=Stella | last=Morrison | title=How Private Labeling Works | url=https://www.business.com/articles/private-labeling-details/ | website=business.com | archive-url=https://web.archive.org/web/20220502080909/https://www.business.com/articles/private-labeling-details/ | archive-date=2 May 2022 | url-status=live}}</ref><ref>{{Cite web | author=MBA Skool Team | title=Private Label Meaning & Definition | url=https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10716-private-label.html | website=MBA Skool | archive-url=https://web.archive.org/web/20200918200522/https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10716-private-label.html | archive-date=18 September 2020 | url-status=live}}</ref><ref>{{Cite web | first=Rasha | last=Mahmoud | title=Private Label: Definition, Example, Pros & Cons | url=https://www.retaildogma.com/private-label/ | website=Retail Dogma | date=31 May 2020 | archive-url=https://web.archive.org/web/20220502081438/https://www.retaildogma.com/private-label/ | archive-date=2 May 2022 | url-status=live}}</ref> Among the best-known private-label brands are '''store brands''', brands owned by and sold exclusively at a particular retailer, such as a supermarket or grocery store chain. Examples are Simple Truth by Kroger and Great Value by Walmart.<ref name="Biscotti_(2019)" /> Store brands compete with national brands.<ref name="Chron_(2022)" /><ref name="Hamm_(2012)" /><ref name="The_Dinner_Daily_(2015)" /> Manufacturers of private-label goods are usually anonymous, sometimes by contract. In other cases, they are allowed to mention their role publicly.<ref name="Hirsh_(2022)" /><ref name="Dixon_(2017)" />
A private-label product is similar to but distinct from a white-label one. A private-label product is made by a manufacturer exclusively for one client, who sets the product specifications, while for a white-label product, the manufacturer determines specifications and may make exactly the same thing for multiple clients, with each client selling the product under its own brand.<ref>{{Cite web | first=Brittany | last=Henneberry | title=What is Private Label Branding? Private Label Definition and How it Works | url=https://www.thomasnet.com/articles/custom-manufacturing-fabricating/what-is-private-label-branding/ | website=Thomasnet.com | publisher=Thomas Publishing Company | archive-url=https://web.archive.org/web/20220503182031/https://www.thomasnet.com/articles/custom-manufacturing-fabricating/what-is-private-label-branding/ | archive-date=3 May 2022 | url-status=live}}</ref><ref>{{Cite web | first=Matt | last=Ellis | title=Beginner's Guide to Private Labeling and White Labeling | url=https://www.ecomdash.com/beginners-guide-private-labeling-white-labeling/ | website=Ecomdash | date=11 March 2021 | archive-url= https://web.archive.org/web/20210414110431/https://www.ecomdash.com/beginners-guide-private-labeling-white-labeling/ | archive-date=14 April 2021 | url-status=live}}</ref><ref>{{Cite web | first=Rob | last=Starr | title=White Label vs. Private Label Products: What's the Difference? | url=https://smallbiztrends.com/2019/10/white-label-vs-private-label.html | website=Small Business Trends | date=7 April 2022 | archive-url=https://web.archive.org/web/20210510065930/https://smallbiztrends.com/2019/10/white-label-vs-private-label.html | archive-date=10 May 2021 | url-status=live}}</ref><ref>{{Cite web | title=White Label vs Private Label – What's the Difference? | url=https://www.thatcompany.com/white-label-marketing/white-label-vs-private-label | website=That Company | date=11 April 2020 | archive-url=https://web.archive.org/web/20200526025805/https://www.thatcompany.com/white-label-marketing/white-label-vs-private-label | archive-date=26 May 2020 | quote=In a white label relationship, while the provider or manufacturer may offer a range of customizations to fit specific needs, they specify the design, parts, ingredients, or offerings.}}</ref>
==Store brands== [[File:Lidl private label.jpg|thumb|νώμα (''noma'', "remembrance, memory"), a private-label trademark of Lidl for its Greek branch. Around 80% of the products in a Lidl store are private labels.<ref>{{Cite web | first=Mark | last=Hamstra | date=6 January 2023 | title=Lidl rolls out private label produce | website=Supermarket News | url=https://www.supermarketnews.com/private-label/lidl-rolls-out-private-label-produce | archive-url=https://web.archive.org/web/20230606002047/https://www.supermarketnews.com/private-label/lidl-rolls-out-private-label-produce | archive-date=6 June 2023 | url-status=live}}</ref>]] thumb|Shelves in a Swedish grocery store showing both private label and international brands In the supermarket and grocery store industry, a store brand is also called a ''house brand''<ref>{{Dictionary.com|house brand}}</ref> or ''own brand'',<ref>{{Cite Collins Dictionary|Own brand definition}}</ref> is almost always offered exclusively at the chain store that owns it; in rare instances, however, the brand is licensed to another company.<ref>{{Cite book | first=Philip B. | last=Fitzell | title=Private Labels: Store Brands & Generic Products | date=1982 | publisher=AVI Publishing Company | location=Westport, Connecticut | isbn=978-0-87055-415-5 | page=4 | url=https://archive.org/details/privatelabelssto00fitz/}}</ref>
Examples of store brands are Simple Truth by Kroger, Great Value by Walmart, Clover Valley by Dollar General, Market Pantry by Target, and Specially Selected by Aldi.<ref name="Biscotti_(2019)">{{Cite web | first=Louis | last=Biscotti | title=Private Label Brands Roar At Retail | url= https://www.forbes.com/sites/louisbiscotti/2019/05/02/private-label-brands-roar-at-retail/ | website=Forbes | date=2 May 2019 | archive-url= https://web.archive.org/web/20201202101846/https://www.forbes.com/sites/louisbiscotti/2019/05/02/private-label-brands-roar-at-retail/ | archive-date=2 December 2020 | url-status=live}}</ref><ref>{{Cite web | title=One more way Aldi maintains its low-price reputation: Specially Selected products | url=https://www.brickmeetsclick.com/one-more-way-aldi-maintains-its-low-price-reputation--specially-selected-products | website=brick meets click | date=29 March 2021 | archive-url=https://web.archive.org/web/20210331015757/https://www.brickmeetsclick.com/one-more-way-aldi-maintains-its-low-price-reputation--specially-selected-products | archive-date=31 March 2021 | url-status=live}}</ref> Store brands can also be eponymous.
Store brands compete with national brands, also called premium brands or name brands.<ref name="Chron_(2022)">{{Cite web | author=((Chron Contributor)) | title=Store Brand Vs. National Brand | url= https://smallbusiness.chron.com/store-brand-vs-national-brand-68294.html | website=Chron | archive-url= https://web.archive.org/web/20220324055030/https://smallbusiness.chron.com/store-brand-vs-national-brand-68294.html | archive-date=24 March 2022 | url-status=live}}</ref><ref name="Hamm_(2012)">{{Cite web | first=Trent | last=Hamm | title=The Only Difference Between Brand Names And Generic Groceries Is The Mental Block | url=https://www.businessinsider.com/the-only-difference-between-brand-names-and-generic-groceries-is-the-mental-block-2012-7?international=true&r=US&IR=T | website=Business Insider | date=28 July 2012 | archive-url=https://web.archive.org/web/20220502215514/https://www.businessinsider.com/the-only-difference-between-brand-names-and-generic-groceries-is-the-mental-block-2012-7?international=true&r=US&IR=T | archive-date=2 May 2022 | url-status=live}}</ref><ref name="The_Dinner_Daily_(2015)">{{Cite web | author=Laurin | title=Generic vs Name Brand Foods – Is there really a difference? | url=https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | website=The Dinner Daily | date=23 April 2015 | archive-url=https://web.archive.org/web/20210410115623/https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | archive-date=10 April 2021 | url-status=live}}</ref><ref>{{Cite web | first=Hitesh | last=Bhasin | title=Generic Brand Definition – Difference from Brand Name | url=https://www.marketing91.com/what-is-generic-brand/ | website=Marketing91 | date=8 May 2020 | archive-url=https://web.archive.org/web/20200920231329/https://www.marketing91.com/what-is-generic-brand/ | archive-date=20 September 2020 | url-status=live}}</ref> The general appeal of store-brand products is that they are usually offered at a lower price than their name-brand counterparts.<ref name="Investopedia_definition" />
Most private-label store brand products are manufactured by third parties, but companies owned by the retailer make some.<ref name="Fitzell_(1982)_p10">{{Harvp|Fitzell|1982|p=10}}: "The label owner may manufacture his own private label products or have them manufactured and packaged to certain specifications by outside sources, including imports."</ref> For instance, a vice president of The Kroger Company stated in 2018 that approximately 60% of their private-label products are outsourced. The remaining 40% is manufactured internally: in 2018, Kroger owned 38 plants, including 19 dairy farms, 10 bakeries, and 2 butcheries, strategically spread across the US.<ref name="Aylward_(2018)">{{Cite web | first=Lawrence | last=Aylward | title=Crowning Kroger | url=https://storebrands.com/crowning-kroger | website=Store Brands | date=23 February 2018 | archive-url= https://web.archive.org/web/20211009112959/https://storebrands.com/crowning-kroger | archive-date=9 October 2021 | url-status=live}}</ref> Similarly, Safeway Inc. owned 32 plants as of 2012.<ref>{{Cite web | first=Kathie | last=Canning | title=Is Self-Manufacturing Right For You? | url=https://storebrands.com/self-manufacturing-right-you | website=Store Brands | date=4 January 2012 | archive-url=https://web.archive.org/web/20220503190359/https://storebrands.com/self-manufacturing-right-you | archive-date=3 May 2022 | url-status=live}}</ref> Most retailers prefer to keep the identity of their suppliers private, and accordingly have non-disclosure clauses in their contracts, making it difficult to determine the producer of a private-label product.<ref name="Hirsh_(2022)">{{Cite web | first=Sophie | last=Hirsh | title=How Trader Joe's, Whole Foods, and Kroger Make Their Store-Brand Products | url=https://www.greenmatters.com/p/who-makes-store-brand-products | website=Green Matters | date=4 January 2022 | archive-url= https://web.archive.org/web/20220407184222/https://www.greenmatters.com/p/who-makes-store-brand-products | archive-date=7 April 2022 | url-status=live}}</ref><ref name="Dixon_(2017)">{{Cite web | first=Vince | last=Dixon | title=What Brands Are Actually Behind Trader Joe's Snacks? | url=https://www.eater.com/2017/8/9/16099028/trader-joes-products | website=Eater | date=9 August 2017 | archive-url= https://web.archive.org/web/20220411065156/https://www.eater.com/2017/8/9/16099028/trader-joes-products | archive-date=11 April 2022 | url-status=live}}</ref> In a few cases though, the manufacturer is allowed to mention it publicly,<ref>{{Cite web | first=Stefanie | last=Tuder | title=How La Boulangerie Bounced Back and Into Trader Joe's and Costco | url=https://sf.eater.com/2016/10/28/13407940/la-boulangerie-factory-product-san-francisco | website=Eater | date=28 October 2016 | archive-url=https://web.archive.org/web/20210331033143/https://sf.eater.com/2016/10/28/13407940/la-boulangerie-factory-product-san-francisco | archive-date=31 March 2021 | url-status=live}}</ref> is revealed through a product recall, or in rare instances, is stated on the product itself. For example, the bags of Kirkland Signature coffee by Costco feature the text "Custom roasted by Starbucks".<ref>{{Cite web | first=Serah | last=Louis | title=These are the big brands hidden behind Costco's Kirkland label | url=https://moneywise.com/life/lifestyle/the-big-brands-behind-costcos-kirkland-signature-items | website=MoneyWise | date=23 December 2021 | archive-url= https://web.archive.org/web/20220412015231/https://moneywise.com/life/lifestyle/the-big-brands-behind-costcos-kirkland-signature-items | archive-date=12 April 2022 | url-status=live}}</ref><ref>{{Cite web | first=Laura | last=Willcox | title=The Untold Truth Of Costco's Kirkland Brand | url=https://www.mashed.com/738166/the-untold-truth-of-costcos-kirkland-brand/ | website=Mashed | publisher=Static Media | date=22 February 2022 | archive-url=https://web.archive.org/web/20220319175942/https://www.mashed.com/738166/the-untold-truth-of-costcos-kirkland-brand/ | archive-date=19 March 2022 | url-status=live}}</ref>
A private-label brand is often produced by the same company that manufactures the national brand of the product.<ref>{{Cite web | author=Laurin | title=Generic vs Name Brand Foods - Is there really a difference? | url=https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | website=The Dinner Daily | date=23 April 2015 | archive-url=https://web.archive.org/web/20211124220746/https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | archive-date=24 November 2021 | url-status=live | quote=Another interesting piece of information: generics are often made by that national brand, in the same plant, from the same farm, the same dairy etc, but just packaged in a less flashy way.}}</ref> Different brands target different consumers. For instance, Kimberly-Clark makes Huggies diapers, but also produces a Walmart budget version.<ref name="Byron_(2007)">{{Cite news | first=Ellen | last=Byron | title=101 Brand Names, 1 Manufacturer | url=https://www.wsj.com/articles/SB117867462888496739 | work=The Wall Street Journal | date=9 May 2007 | volume=CCXLIX | issue=108 | page=B1 | archive-url=https://web.archive.org/web/20150403064933/https://www.wsj.com/articles/SB117867462888496739 | archive-date=3 April 2015 | url-status=dead}}</ref> Allegedly, some store-brand items are identical to their name-brand counterparts: they are said to be literally the same product, except for the packaging and price.<ref name="Tuttle_(2012)" /> In other cases, a manufacturer can have multiple formulas for one product, creating a private-label version using one method and the national-label version using another.<ref>{{Harvp|Dixon|2017}}: Sometimes suppliers have multiple formulas for a single product; they may produce a private-label version using one formula and a brand-label version using another.</ref> In 2007, a mass-recall of contaminated pet food products brought to light that more than 100 different brands of pet food, both premium- and private-label, were in fact produced by a single company: Menu Foods Inc. in Ontario, Canada. The ingredients and recipes they used differed substantially among brands, depending on what their clients specified.<ref name="Byron_(2007)" />
===History=== Private-label brands emerged in the 19th century.<ref name="History_of_Private_Labels">{{Harvp|Fitzell|1982|loc=Chapter 2: History of Private Labels|pp=28–40}}.</ref> Until the early 20th century, their general focus was on delivering quality at a price below that of the national brands. In the first half of the 20th century, the quality of private brands diluted and their standards dropped. In their competitive struggle against national brands, low prices were considered more important than quality. In the second half of the century, this trend gradually reversed.<ref>{{Harvp|Fitzell|1982|loc=Chapter 2: History of Private Labels|pp=40–41}}.</ref> As quality and visual appearance improved, private labels rose to prominence in the 1970s and '80s.<ref>{{Harvp|Fitzell|1982|p=IX + 4}}.</ref> By the 1990s, they were increasingly seen as a threat to the established brands.<ref>{{Cite magazine | first1=John | last1=Quelch | first2=David| last2=Harding | title=Brands Versus Private Labels: Fighting to Win | url=https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win | magazine=Harvard Business Review | date=January–February 1996 | archive-url=https://web.archive.org/web/20160524140733/https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win | archive-date=24 May 2016 | url-status=dead}}</ref> Also, from the 1990s onwards, a premiumization of store brands began to occur,<ref>{{Cite magazine | first1=David | last1=Dunne | first2=Chakravarthi | last2=Narasimhan | title=The New Appeal of Private Labels | url=https://hbr.org/1999/05/the-new-appeal-of-private-labels | magazine=Harvard Business Review | date=May–June 1999 | archive-url= https://web.archive.org/web/20210421112408/https://hbr.org/1999/05/the-new-appeal-of-private-labels | archive-date=21 April 2021 | url-status=dead}}</ref> giving rise to more expensive premium private labels.<ref>{{Cite web | first=Mary Ellen | last=Shoup | title=Deloitte report: What does the future hold for the food retail sector? | url=https://www.foodnavigator-usa.com/Article/2020/06/18/Deloitte-report-What-does-the-future-hold-for-the-food-retail-sector | website=FoodNavigator-USA | date=19 June 2020 | publisher=William Reed Ltd | archive-url=https://web.archive.org/web/20200621095248/https://www.foodnavigator-usa.com/Article/2020/06/18/Deloitte-report-What-does-the-future-hold-for-the-food-retail-sector | archive-date=21 June 2020 | url-status=live}}</ref><ref>{{Cite web | title=The rise of premium private label and its impact on discount retailers | url=https://nielseniq.com/global/en/insights/analysis/2019/the-rise-of-premium-private-label-and-its-impact-on-discount-retailers/ | website=nielseniq.com | publisher=Nielsen Corporation | date=2 August 2019 | archive-url=https://web.archive.org/web/20220503204452/https://nielseniq.com/global/en/insights/analysis/2019/the-rise-of-premium-private-label-and-its-impact-on-discount-retailers/ | archive-date=3 May 2022 | url-status=live}}</ref> A survey conducted by the UK's Groceries Code Adjudicator in 2024 noted that retailers were introducing more own-label products and the adjudicator commented that this trend added to management complexities for suppliers.<ref>Belser, T., [https://www.haddletons.com/compliance/groceries-code-adjudicator-conference-2024-suppliers-should-find-their-voice-and-do-gscop-training/ Groceries Code Adjudicator Conference 2024: Suppliers Should Find Their Voice (and Do GSCOP Training)], ''Haddleton & Co Ltd.'', published on 29 October 2024, accessed on 31 October 2024</ref>
Generic brands are often associated with store brands. Generic products were first introduced in the United States in 1977,<ref name="Wheatley_(1981)">{{Cite journal | first=John J. | last=Wheatley | date=1981 | title=The Effect of Generic Products on Consumer Perceptions and Brand Choice | url=https://www.acrwebsite.org/volumes/9804 | journal=Advances in Consumer Research | volume=8 | editor-first1=Kent B. | editor-last1=Monroe | editor-first2=Ann | editor-last2=Abor | publisher=Association for Consumer Research | pages=166–169 | archive-url=https://web.archive.org/web/20201020223143/https://www.acrwebsite.org/volumes/9804 | archive-date=20 October 2020 | url-status=live}}</ref><ref name="McEnally_&_Hawes_(1984)">{{Cite journal | first1=Martha R. | last1=McEnally | first2=Jon M. | last2=Hawes | date=January 1984 | title=The Market for Generic Brand Grocery Products: A Review and Extension | url=https://www.researchgate.net/publication/272594825 | journal=Journal of Marketing | volume=48 | issue=1 | pages=75–83 | doi=10.2307/1251313| jstor=1251313 }}</ref><ref>{{Harvp|Fitzell|1982|p=6}}.</ref> quickly winning market share from national and private-label brands.<ref>{{Cite news | first=Margaret | last=Yao | title=Clorox vs. Chlorine Bleach: Generic Products Are Winning Noticeable Shares Of Market From National Brands, Private Labels | url=https://www.proquest.com/docview/134427702 | work=The Wall Street Journal | date=10 August 1979 | page=6| id={{ProQuest|134427702}} }}</ref> A 1981 academic article described them as products "without brand names, in very plain packages with simple labels and usually sold at prices below both the national and private brands with which they compete".<ref name="Wheatley_(1981)" /> Packages of generic products often feature only the name of the type of product it contains, e.g. "Cola" or "Batteries".<ref name="McEnally_&_Hawes_(1984)" /> Nowadays, the terms ''generic brand'' and ''store brand'' are sometimes used interchangeably.<ref name="Chron_(2022)" /><ref name="Tuttle_(2012)">{{Cite magazine | first=Brad | last=Tuttle | title=Brand Names Just Don't Mean as Much Anymore | url=https://business.time.com/2012/11/01/brand-names-just-dont-mean-as-much-anymore/ | magazine=Time | date=1 November 2012 | archive-url= https://web.archive.org/web/20220120175010/https://business.time.com/2012/11/01/brand-names-just-dont-mean-as-much-anymore/ | archive-date=20 January 2022 | url-status=live}}</ref><ref>{{Cite web | first=Laura | last=Heller | title=10 Secrets About Store Brands | url=https://www.forbes.com/sites/lauraheller/2011/06/29/10-secrets-about-store-brands/ | website=Forbes | date=29 June 2011 | archive-url= https://web.archive.org/web/20110903071648/https://www.forbes.com/sites/lauraheller/2011/06/29/10-secrets-about-store-brands/ | archive-date=3 September 2011 | url-status=live}}</ref> The term ''generic'' can be used as a pejorative toward store brand items that are perceived as bland or cheap.<ref>{{Harvp|Dixon|2017}}: "Similar stores like Aldi ... have a private-label concept but have not transcended the stigma of "generic" as Trader Joe's has, nor have they mastered the art of brand deception (or perception)."</ref><ref>{{Cite news | first=Carolyn | last=Heneghan | title=Generic no more: How private label products compete with national brands | url=https://www.grocerydive.com/news/national-branded-vs-private-labels/535667/ | website=Grocery Dive | publisher=Industry Dive | date=7 November 2016 | archive-url=https://web.archive.org/web/20220503211953/https://www.grocerydive.com/news/national-branded-vs-private-labels/535667/ | archive-date=3 May 2022 | url-status=live | quote=While national brands had colorful packages with pictures and words describing product quality, private label brands were called "generic," with bland packaging and branding. Consumers then often considered private label products to be of inferior quality compared to the national brands they stood next to.}}</ref>
==In finance== A ''private-label credit card'' (PLCC) is a type of credit card that can only be used at a specific company or chain of companies. Since this is virtually always a retail business, they are also called ''store cards''.<ref name="Investopedia_PLCC">{{Cite web | first=Julia | last=Kagan | title=Guide to Store Credit Cards | url=https://www.investopedia.com/terms/p/private-label-credit.asp | website=Investopedia | archive-url=https://web.archive.org/web/20220426045203/https://www.investopedia.com/terms/p/private-label-credit.asp | archive-date=26 April 2022 | url-status=live}}</ref><ref>{{Cite web | first1=Lee | last1=Huffman | first2=Dia | last2=Adams | title=What's The Difference Between A Store Card And A Credit Card? | url=https://www.forbes.com/advisor/credit-cards/whats-the-difference-between-a-store-card-and-a-credit-card/ | website=Forbes | date=3 January 2021 | archive-url=https://web.archive.org/web/20210510050439/https://www.forbes.com/advisor/credit-cards/whats-the-difference-between-a-store-card-and-a-credit-card/ | archive-date=10 May 2021 | url-status=live}}</ref> The retailer partners with a bank that issues the cards, funds the credit, and collects payments from customers. The cards themselves are branded with the logo of the store, but not the bank.<ref>{{Cite web | first=Latoya | last=Irby | title=What Is a Private Label Credit Card? | url=https://www.thebalance.com/what-is-a-private-label-credit-card-5188474 | website=The Balance | date=9 June 2021 | archive-url=https://web.archive.org/web/20220316195900/https://www.thebalance.com/what-is-a-private-label-credit-card-5188474 | archive-date=16 March 2022 | url-status=live}}</ref> Examples are the Target Circle Card (formerly Target RedCard) (issued by TD Bank, N.A.),<ref>{{Cite web | title=Target REDcard | url=https://money.usnews.com/credit-cards/td-bank/target-redcard | website=U.S. News & World Report | archive-url=https://web.archive.org/web/20220207141514/https://money.usnews.com/credit-cards/td-bank/target-redcard | archive-date=7 February 2022 | url-status=live}}</ref> the Walmart Reward Card (issued by Capital One),<ref>{{Cite web | first=Holly D. | last=Johnson | title=Walmart Rewards Card Review | url= https://www.thebalance.com/walmart-credit-card-review-4768192 | website=The Balance | archive-url=https://web.archive.org/web/20210416144239/https://www.thebalance.com/walmart-credit-card-review-4768192 | archive-date=16 April 2021 | url-status=live}}</ref> and the Amazon Store Card (issued by Synchrony Bank).<ref>{{Cite web | first=Brendan | last=Harkness | title=Review of the Amazon.com Store Card | url=https://www.creditcardinsider.com/reviews/amazon-com-store-card-review/ | website=Credit Card Insider | date=6 January 2020 | archive-url=https://web.archive.org/web/20200926090439/https://www.creditcardinsider.com/reviews/amazon-com-store-card-review/ | archive-date=26 September 2020 | url-status=dead}}</ref> PLCCs also do not carry the logo of the payment network (e.g. Visa or Mastercard), but they do use that network for transactions.<ref name="Investopedia_PLCC" />
Private-label store credit cards are sometimes compared to, but are not the same as, co-branded credit cards. These cards usually feature the payment network logo and, in some cases, the bank's logo.<ref>{{Cite web | author=kyle | title=Private Label vs Co Branded Credit Cards: What Is The Difference? | url=https://viatravelers.com/private-label-vs-co-branded-credit-cards/ | website=Via Travelers | date=25 February 2022 | archive-url=https://web.archive.org/web/20220303142636/https://viatravelers.com/private-label-vs-co-branded-credit-cards/ | archive-date=3 March 2022 | url-status=live}}</ref> Unlike PLCCs, co-branded cards work like 'normal' credit cards, usable at any place where that type of card is accepted.<ref>{{Cite web | first=Elizabeth | last=Gravier | title=How co-branded credit cards work and the 5 most unique ones we found | url=https://www.cnbc.com/select/co-branded-credit-cards/ | website=CNBC | date=2 June 2020 | archive-url=https://web.archive.org/web/20200604013243/https://www.cnbc.com/select/co-branded-credit-cards/ | archive-date=4 June 2020 | url-status=live | quote=Like a store card or a loyalty card, using a co-branded card lets you access discounts and special deals. However, since the card is backed by a major issuer and/or network, you can use it anywhere that type of card is accepted.}}</ref> For instance, warehouse chain Nordstrom offers a Nordstrom Store Card (private label) and a Nordstrom Credit Card (co-branded), both issued by TD Bank, N.A. and using Visa's network.<ref name="Investopedia_PLCC" />
==See also== * Contract packager * Ghost developer * Ghost writer * List of Amazon brands * List of Target brands * List of Walmart brands * Rebadging
==References== {{Reflist}}
==External links== {{Commons category|Private labels}} * [https://plma.com/ Private Label Manufacturers Association] * [https://storebrands.com/ StoreBrands.com]
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Category:Brand management Category:Store brands