White Label Marketing – What is it?

A great deal of Internet content is written specifically for companies that utilise white label marketing in their businesses.  These organisations include manufacturing companies, retailers and providers of various types of service.

Marketing companies will often rebrand a product or service to give the impression to the customer that their company in fact made the item for sale or provides the offered service itself, when this is not in fact the case.  This arrangement between the producing companies and marketing companies is now quite commonplace.

The name ‘white label’ was derived from the label that appears on parcel packets which allows the seller of the contents to insert their company name and address.

This form of marketing is often seen with mass produced products such as TV’s, DVD players, etc.  This is why you will see the same television that was manufactured by say, Samsung, being sold under brand names used by large retailers such as Comet or Currys.  The name that is used for the products by those retailers will be exclusive to them.

Internet sites will often use white labelling to offer a service that they do not wish to finance directly.  A good example of this is the use by supermarket brands such as Tesco and Sainsbury that offer services through their websites (financial services, etc) under their own name whilst relying on a third party to actually provide that service.

Retailers such as these also buy in products from food production companies that bear the label of the retailer rather than the manufacturer.  These production companies may sell exactly the same product to several retailers, which is just re-labelled with the purchaser’s brand name.