store brand

Also referred to as ‘private label' brands, store brands are created by the retailer and compete primarily on price versus brand differentiation. Promotional efforts typically focus on price value comparisons

Store brands are distinguished from ‘captive brands' which are in-store brands that typically have higher margins and are primarily promoted based on brand differentiation.

See also:

brand defined
captive brand
national brand
positioning statement
point of difference
pain point
target audience
frame of reference
reason to believe
brand essence
portfolio architecture
commoditization
brand architecture

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