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The New York Times had a short piece in which it looked at the new kind of private label products found in the marketplace – not “no brand” products, but rather legitimate alternatives that have their roots in the store’s brand image.

Wegmans, Trader Joe’s and Whole Foods are companies with private label offerings that are a perfect example of this phenomenon, where the goal “is not to trade on or undercut an established brand. Rather, the idea is to expand on the philosophy that defines (the chain) as a store. In other words, it's a brand extension, not a no-brand alternative.”
KC's View:
The key to why these companies make their own brands work is that these very same companies understand that they are a brand…not just a box that carries other companies’ brands.