When a company allows other organizations such as Walmart, Costco, or Target resell its product under their own names it is called a PRIVATE BRANDING strategy.
Let's start with defining a private brand. It is a product that is made just for a particular merchant. Therefore, using "private branding" to make a product can be done so without spending a lot of money on specialized supply chains, huge production facilities, designers, or quality assurance staff.
Private label brands will typically be priced lower than rival name brands when the retailer markets the goods under its own brand name.
The ability of a company to offer a wider choice and reach more people while maintaining control over its marketing and image is one of the main advantages of private branding.
Actually, private brands in Walmart, Costco, or Target are frequently perceived by consumers as inferior quality. However... this impression is shifting.
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