"Private Label" is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands (those owned, sold and distributed by retailers). Private label growth is outpacing that of manufacturer brands, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, "Private Label" encourages brand owners to see the 'own brand' problem as a genuine business opportunity that will inspire them to innovate. Moreover, "Private Label" also suggests ways that retailers can maximize the potential of their own private labels, without damaging their own business. Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, "Private Label" is a gripping and persuasive study of the world of 'own brands' and their impact on global markets.