Private label
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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 the firm that owns it, although in rare instances the brand is licensed to another company. The term often describes products, but can also encompass services.
Two brands of aspirin. Left: a national brand made by Bayer. Right: a private-label brand. Note the price difference and similar boxes.
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.
Shelves in a Swedish grocery store showing both private label and international brands.
Brand
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A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
Ferrari was the world's most powerful brand in 2014 according to Brand Finance.
The Coca-Cola wordmark is a distinctive brand logo used to attract the attention of people attending a sporting event, or watching it on television.
In pre-literate society, the distinctive shape of amphorae provided potential customers with information about goods and quality. Pictured: Amphorae for wine and oil, Archaeological Museum of Dion.
Amphorae bearing a titulus pictus and potters' stamps, found at Monte Testaccio