There are various advantages for the retailers to go for private-label brands:

    Control over product or service pricing
    Marketing independence
    A personalized image (and higher customer loyalty)
    Higher control of production, marketing, distribution and profits
    Personalized inputs such as logos and taglines
    Changing customer preferences

These advantages provide an edge over the other brand, which help create a personalized and unique brand for retailers. Retailers with pretty good private-label brands will be able to create better sales opportunities for themselves. They can build value and recognition from the customers. Private-brand products allow retailers to differentiate their products from competitors' products, and provide consumers with an alternative to other brands.