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Essay text:
But when consumer confidence in the economy rebounded in the 1990s, consumer loyalty to name brands did not. Today, private labeling is a widespread business practice among supermarkets, drugstore chains, and mass merchandisers. These retailers sell hundreds of different items under their own brand names, from basic household items and food to specialty items and even clothing.
In the early days private label goods were essentially cheap imitations of the leading brands, even copying the colors and designs of the major competitors' packaging. Even though court rulings have supported right of private labelers to imitate the packaging of leading brands (unless there is documented confusion among consumers), private label retailers have now moved away from imitation and toward attractive packaging of their own design...
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Common topics in this essay:
- Private Label Brands
- Private Label
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