In our work, private label (PL) is the umbrella concept for products known as private brands, private labels, own brands, own labels, house brands, store brands, non-store brands, exclusive labels, distributor brands, reseller brands, generics, etc. (Ossiansson, 2004).
We use PL in general well knowing the distinction between "labels" and "brands" (Stavad Mortensen, 2007). In this distinction, labels include tangible product facts with consumer information as oppossed to brands which include a mental construction based on psychological aspects.
PL can be defined as products marketed by retailers and other members of the distribution chain (Keller, 2008). Another definition says that a key feature of PL (retail brands) is that by definition, they are unique to the retailer concerned and cannot be purchased elsewhere (Collins and Burt, 2003).
But a better way of explaining PL is to look at how it is used by the most progressive retailers such as Tesco. Tesco has now developed five tiers of PL including Tesco Value ("good"), Tesco Standard ("better"), Tesco Finest ("best"), Tesco Specials (organic, fair trade, Free from, Healthy living, Carb control, Kids, etc.) and latest Tesco Discount.