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

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 c ...

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 V ...

Common use

White label production is often used for

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

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 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 an electrical retailer and aftercare service provider operating in the United Kingdom and Ireland, specialising in white goods, consumer electronics, computers and mobile phones. E ...

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, for example, is a private label food manufacturing company producing frozen pizza, salad dressing, sauces, marinades, condiments, and deli salads for other companies, including Hy-Vee,

Aldi Aldi (stylised as ALDI) is the common company brand name of two German multinational family-owned discount supermarket chains operating over 10,000 stores in 20 countries. The chain was founded by brothers Karl and Theo Albrecht in 1946, when ...

Save-A-Lot Save A Lot Food Stores Ltd. is an American discount supermarket chain store headquartered in St. Ann, Missouri, in Greater St. Louis. It is a subsidiary of Onex Corporation with about 900 independently owned and operated stores across 32 st ...

Sam's Club Sam's West, Inc. (doing business as Sam's Club) is an American chain of membership-only retail warehouse clubs owned and operated by Walmart Inc., founded in 1983 and named after Walmart founder Sam Walton as Sam’s Wholesale Club. , Sam's C ...

, Hannaford Brothers Co.,

BJ's Wholesale Club BJ's Wholesale Club Holdings, Inc., commonly referred as BJ's, is an American membership-only warehouse club chain based in Marlborough, Massachusetts, operating on the East Coast of the United States in addition to Ohio, Michigan, and Indi ...

(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 A credit card is a payment card issued to users (cardholders) to enable the cardholder to pay a merchant for goods and services based on the cardholder's accrued debt (i.e., promise to the card issuer to pay them for the amounts plus the ...

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 Johnn ...

(formerly BankSimple) issues 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 term '' plastic card'' includes the above and as an identity document. These are similar to a credit card, but ...

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, Colorad ...

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

{{reflist, colwidth=30em Brand management Types of branding

Common use

See also

References