200 words business journal. Private label or store brand is a brand name owned by a wholesaler or retailer and the product is manufactured exclusively for the retailer. The success of private label brands varies with the strength of the economy. As noted in your text, following the 2008 prolonged recessionary period, private-label market share increase to 23% of unit volume in the U.S. However, historically when the economy improves, the market share for these "generic" products declines. Retailers love the acceptance of private brands as private brands typically provide 10% higher profit margins than manufacturers' brands (per your text). Manufacturers accept the use of store brands -- more than 50% of U.S. manufacturers of branded consumer packaged goods make private-label goods as well -- but manufacturers earn less profit on store brands and thus prefer to sell their branded products. Thus, a tension can develop between the manufacturer and the retailer. Discuss your thoughts on the benefits of private label products to the retailer and the manufacturer, how the channel conflict can be managed, and your prediction for the future of private label products across different product categories, e.g., fashion, consumer goods, beverages, etc. (200 word minimum with appropriate references). Links to help you: http://www.youtube.com/watch?v=sVg4-wXS7-s http://www.youtube.com/watch?v=1BNP9TIIVhQ