A white-label product is a product or service produced by one company (the producer) that other companies (the

marketers Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of business management and commerce. Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can ...

)

rebrand Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors ...

to make it appear as if they had made it. The name derives from the image of a white label on the

packaging Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a coo ...

that can be filled in with the marketer's

trade dress Trade dress is the characteristics of the visual appearance of a product or its packaging (or even the design of a building) that signify the source of the product to consumers. Trade dress is an aspect of trademark law, which is a form of intelle ...

. White-label products are sold by retailers with their own trademark but the products themselves are manufactured by a

third party Third party may refer to: Business * Third-party source, a supplier company not owned by the buyer or seller * Third-party beneficiary, a person who could sue on a contract, despite not being an active party * Third-party insurance, such as a veh ...

Common use

White label production is often used for

mass-produced Mass production, also known as mass production, series production, series manufacture, or continuous production, is the production of substantial amounts of standardized products in a constant flow, including and especially on assembly lines. ...

generic products including electronics, consumer products and software packages such as DVD players, televisions, and web applications. Some companies maintain a sub-brand for their goods. For example, in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

, the same model of DVD player may be sold by Dixons as a '' Saisho'' and by

Currys Currys (branded as Currys PC World between 2010 and 2021) is a British electrical retailer and aftercare service provider operating in the United Kingdom and Ireland, specialising in white goods, consumer electronics, computers and mobile phon ...

as a '' Matsui'', which are brands exclusively used by those companies. Some websites use white labels to enable a successful brand to offer a service without having to invest in creating the technology and infrastructure itself. Many IT and modern marketing companies outsource or use white-label companies and services to provide specialist services without having to invest in developing their own product. Most supermarket

store brand A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by th ...

products are provided by companies that sell to multiple supermarkets, changing only the labels. In addition, some manufacturers create low-cost

generic brand Generic brands of consumer products (often supermarket goods) are distinguished by the absence of a brand name, instead identified solely by product characteristics and identified by plain, usually black-and-white packaging. Generally they imitat ...

labels with only the name of the product ("Beer", "Cola", etc.).

Richelieu Foods Richelieu Foods is an American private label food manufacturing company founded in 1862 and headquartered in Wheeling, Illinois. It was previously owned by investment group Brynwood Partners and owned by investment group Centerview Partners LLC ...

, for example, is a

private label A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by th ...

food manufacturing company producing frozen pizza, salad dressing, sauces, marinades, condiments, and deli salads for other companies, including

Hy-Vee Hy-Vee, Inc. (), is an employee-owned chain of supermarkets in the Midwestern and Southern United States, with more than 280 locations in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota, Wisconsin, with stores planned in ...

Aldi Aldi (German pronunciation: ), stylised as ALDI, is the common company brand name of two German multinational family-owned discount supermarket chains operating over 12,000 stores in 18 countries. The chain was founded by brothers Karl and ...

Save A Lot Save A Lot Food Stores Ltd. is an American discount supermarket chain store headquartered in St. Ann, Missouri, St. Ann, Missouri, in Greater St. Louis. It has about 720 independently owned and operated stores across 32 states in the United ...

Sam's Club Sam's West, Inc. (doing business as Sam's Club) is a chain of membership-only warehouse club retail stores in the United States owned by Walmart. It was founded in 1983 and named after Walmart founder Sam Walton as Sam's Wholesale Club. , Sam's ...

Hannaford Hannaford is a rather uncommon surname worldwide, emanating from the small village of Hannaford in Devonshire, whose name may have originated as "Hanna's ford" and spread in the 16th-century to nearby towns such as Kingsbridge and Ashburton, Devon, ...

BJ's Wholesale Club BJ's Wholesale Club Holdings, Inc., commonly referred as BJ's, is an American regional membership-only warehouse club chain based in Marlborough, Massachusetts, operating in the eastern United States in addition to Ohio, Michigan, Louisville, Ke ...

(Earth's Pride brand), and Shaw's Supermarkets (Culinary Circle brand). Smaller

bank A bank is a financial institution that accepts Deposit account, deposits from the public and creates a demand deposit while simultaneously making loans. Lending activities can be directly performed by the bank or indirectly through capital m ...

s sometimes outsource their credit card or check processing operations to larger banks, which issue and process the credit cards as white-label cards, typically for a fee, allowing the smaller bank to brand the cards as their own without having to invest in the necessary infrastructure. For example, Cuscal Limited provides white-label card and transactional products to credit unions in Australia;

Simple Simple or SIMPLE may refer to: *Simplicity, the state or quality of being simple Arts and entertainment * ''Simple'' (album), by Andy Yorke, 2008, and its title track * "Simple" (Florida Georgia Line song), 2018 * "Simple", a song by John ...

issued bank accounts and

debit card A debit card, also known as a check card or bank card, is a payment card that can be used in place of cash to make purchases. The card usually consists of the bank's name, a card number, the cardholder's name, and an expiration date, on either ...

s operated by The Bancorp Bank and

BBVA Compass BBVA USA was a bank headquartered in Birmingham, Alabama. It was a subsidiary of Banco Bilbao Vizcaya Argentaria from 2007 until 2021, when it was acquired by PNC Financial Services. It operated mainly in Alabama, Arizona, California, Colorado, ...

in the United States. In Southern California, City National Bank is the largest check processor in that half of the state, because in addition to checks issued by its own customers, CNB processed checks for the customers of more than 60 smaller Southern California banks. Many software companies offer white-label software to agencies or other customers, including the possibility to resell the software under the customer's brand. This typically requires functionalities such as the adaptation of the software's visual appearance, multi-customer management and automatic billing to the end-customers based on usage parameters.

References

External links

* {{Commonscatinline, White-label product Brand management Types of branding

Common use

See also

References

External links