B2B Brand Management and Private Labels Products

Brand management always requires the definition of a strategy, in order to maintain and strengthen relationships with customers. Brand management makes it possible for companies to pursue a variety of goals, which is the aim of every company. Also in B2B, it is crucial to properly assess the opportunities, and related commitments, linked to brand management. A particular business-to-business context occurs due to the progressively growing phenomenon of private labels. After their success in supermarkets, private labels have also gained a foothold in the wholesale trade. Therefore, for some manufacturing firms, a different channel is feasible and is represented by commercial companies that wish to submit their own brand products to end customers (supermarket chains) and professional operators (wholesale warehouses).