A private label brand (PLB) is a brand created, owned, and marketed by a retail chain, such as a supermarket or hypermarket, under its own name or a specific name distinct from major national brands. PLB products are manufactured according to specifications defined by the retailer, often by independent manufacturers or sometimes by production subsidiaries belonging to the chain. These brands are generally offered at lower prices than national brands while offering comparable quality, which helps build customer loyalty and improve the retailer’s profit margins. Retailers can develop several PLB brands for different product ranges, from entry-level to premium.