# Private label: what it is and how it works · Zorraquino
> A private label is a brand sold under the responsibility of a retailer or distributor.
URL: https://www.zorraquino.com/en/dictionary/branding/private-brand.html

# Private label

A private label is a brand sold under the responsibility of a retailer or distributor

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can apply to products made by the retailer itself or by third parties. Although it is often associated with the term own brand or white label, it can have its own identity and positioning. Its proposition can compete on price, specialisation, quality or convenience.

Also known as

Own brand, store brand, white label

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand identity](https://www.zorraquino.com/en/dictionary/branding/brand-identity.html)
- [Brand positioning](https://www.zorraquino.com/en/dictionary/branding/strategic-positioning.html)