Which term describes products that are marketed under a retailer's brand name?

The term that describes products marketed under a retailer's brand name is private labels. These are brands that are created and sold by a retailer rather than a manufacturer, allowing the retailer to offer unique products that can provide a distinct identity and often at a lower price point compared to national brands. Private labels enable retailers to establish customer loyalty, differentiate their offerings in the market, and potentially increase their profit margins since they control the production and pricing of these products.

National brands, on the other hand, are products produced by well-known manufacturers and marketed under the manufacturer’s brand name. Generic brands typically lack a brand name and are often unbranded products found at low prices, while sub-brands refer to products offered under a parent brand that target different market segments or demographics. Understanding these distinctions highlights the strategic role private labels play in retail merchandising and brand development.