White labeling refers to a product or service manufactured or supplied by one company and then marketed by another under its own brand, without revealing the identity of the original manufacturer or supplier to the end consumer. This strategy allows the reseller to personalize the product or service with its own logo or design, giving the impression that it is an in-house creation. This process is common in various sectors, including manufactured goods, insurance services, online platforms, and software solutions. White labeling thus differs from traditional branding, where the manufacturer is clearly identified.