 प्रविट लेबल ब्रन्ट्स और औन ब्रन्ट्स is the next topic we are going to discuss. रीटेलर का वो ब्रन्ट जोके वो अपने नाम से या किसी अपने अपने identity के नाम से वो चलाता है, अपरेट करता है, और प्रोड़क्स को संभरिला के अंदर अपरेट करता है. सो सब से पहली अप्ष्यों नमारे पास है, मिन्पक्षिरर ब्रन्ट की? मिन्पक्षिरर ब्रन्ट कोंसा ब्रन्ट है, for example if we talk about let's say P&G, जुने लिवर, नेसले, एंग्रो, ये तमाम मिन्पक्षिरर जोके अपना ब्रन्ट मनारे है, these kinds of brands are normally considered to be a national level brand. मु आप्बा क्यतता कोंसे क्यते, थो क्यते और मैन्ट योंट है, दीम से आप्ब आपना बंट हो, लेवे लीवर रनट है, the are brands which are regional level brands also, they are manufacturers and regional level. तो मिन्प्कषिरे के क्यतार के अंदर, तो जोके अपना ब्रन्ट है, the will be international brands, manufacturing category, then second part, second brand for a retailer is private store brand or private label brand they are actually the brand which targets the selling articles of the retailer in the perspective of their brand that which brand is my, which product category is this in which I can make this space so normally specially fresh products came there, normally bakery came there, normally dairy came there these are the easy low hanging fruits which are retailer targets for his private label brand and then third are the brands which are the generic brands so these are the brands which are generically available which are actually very low level brands and they have less identity in terms of separately store brand stores for example they are generic products which are non-branded if we talk about fruits and vegetables so they have been considered as generic products however what retailers are doing now they are properly packing these kind of generic products and they are shifting it into the private label brands let me discuss with you a good Berman events private label brand test normally you have to identify which retailer is this which has a particular brand its own brand as a private label brand is present so we have a lot of retailers whose examples are present and there are a lot of brands which are mentioned so I will pick two of them so that I can give you a broad idea to understand how a retailer takes a general private label brand so for example if I talk about Metro as a retailer so Metro has a private label brand so if I will see it is fine food so Metro's own brand is fine food there are other umbrella brands also but in the list I have found fine food which is an own brand which is a private label brand for Metro similarly if we will talk about Costco so what is the private label brand for Costco so private label brand for Costco is Crickland so this has been identified here so two examples I have picked for you so that we have an idea of how a retailer matches its own brand so all retailers almost every retailer has its own brand if I give an example early in the beginning when a retailer just starts it normally it is 1-2% of the total business but the target of every retailer is to increase the size of private label brand business because it is more profitable and it is bringing more loyalty for the retailers so what is the approach of Costco of private label brand if you will see the Crickland this is the brand as a private label brand which is used by the Costco so normally in all the Costco stores you will find for jeans and apparels this brand Crickland normally the big retailers will not write Costco on that particular product or they will not write Metro on that particular product or they will not write Walmart on that product private label brands are separately registered brands under the umbrella of main brands which is Costco because if there is a chance of some problem to the brand some consumer court cases so then the whole retailer business should not be get affected so the Costco approach to private label brands is that for the apparel and jeans category they have Crickland as a private label brand in the same way if I talk about Deffy so what Deffy has done they have distinctive branding strategy what they do in all their retail stores whatsoever is the products available you will find this all products with their own brand if I give you an example from Pakistani perspective so let's say colors or breakout for related to the kids clothing so whatever you will find in that particular store is the branding, is the own brand is the private label brand of colors or breakout so private label brand on one side is a great strength of a retailer and on the other side is bringing more money, more margins so every retailer's target is to make private label brands encourage private label brands increase their business and ultimately you can build profitability and loyalty