The world of branding in the food manufacturing and packaging industry is primarily divided into two categories. There is something we call the "manufacturer brand," and then there is the "private brand." You may wonder what distinguishes these two types of packaging for food products. Well, wonder no more! Let’s investigate the difference between manufacturer and private brands so you can decide which packaging solution is best for your business.
What Is a Manufacturer Brand?
Manufacturer brands are packaging for food products associated with a particular manufacturer. These packaging solutions use the same logo, colors, fonts, and design elements as the company's own branding. They also usually carry information about where the product was made (country of origin), who it is manufactured by, and any special features associated with the product. This type of packaging allows companies to stand out from the competition and often indicates higher quality compared to private brand packaging.
What Is a Private Brand?
Also known as "store brands," private brands are packaging for food products developed and marketed by a retailer or chain of stores. These packaging solutions usually feature more specific designs, with some retailers adding their own branding to the packaging. Private brand packaging is often seen as less expensive than manufacturer packaging since it carries no additional cost associated with buying into a specific brand's identity. However, private brand packaging may not be able to convey the same level of quality or trustworthiness as manufacturer packaging can.
3 Key Differences Between Manufacturer and Private Brands
Let's pore over some key points to better understand the differences between manufacturer and private brands.
1. Nature of Business
Manufacturer brands generally refer to businesses that produce goods. Basically, they are packaging food products that reflect the manufacturer’s identity. Meanwhile, private brands relate to businesses that sell goods. They usually carry names of specific retailers that re-sell or compete with brand-name products.
2. Branding and Marketing Strategies
Manufacturer packaging typically employs more focused and sophisticated branding and marketing strategies compared to private packaging. This is because it carries the identity of a specific manufacturer, whereas private brands use more straightforward marketing strategies.
3. Policies for Product Modification
Manufacturer brands may allow for product modifications based on their agreements with their retailers. For example, retailers can alter packaging for food products to fit their store’s aesthetic or price point. Private brands, on the other hand, are usually less flexible when it comes to packaging modifications. The reason for this is that packaging is developed and marketed by a retailer or chain of stores, so any changes to the packaging may not align with its branding. There you have it! Now that you know the differences between manufacturer and private brands, you can make an informed decision about which packaging for food products you should use for your food business. If you need more information, you can speak to us at Rapid Food Solutions. With us, you can have the packaging that best fits your business's needs. Contact us today!