What is Winning Brands attitude toward “private labelling” as a form of growth for itself?
Winning Brands’ goal is to own and manage a portfolio of intellectual properties consisting of formulations, trademarks, know-how and goodwill for the purpose of developing brands with growing value. True private labelling substitutes the ownership of these elements (that consumers identify) with for the benefit of a wholesale customer instead. For this reason, “private labelling” is more suitable for factories that do not utilize brand ownership as the basis by which to grow their company value. As a practical example, if Winning Brands developed a product which had the potential to be very popular, but allowed another brand organization to market this product under its own name instead, then the accruing benefit of “growing consumer recognition” would benefit the brand organization more than the manufacturing entity. This is because “behind the scenes” manufacturing is more generic, whereas brand identity is distinct. Manufacturing can be carried out in a variety of locations without
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