This book provides the fundamentals for professional management of private labels and discusses strategic and operational aspects. It highlights the differences between manufacturer brands and private labels, various forms of private labels, as well as current developments. Marko Schwertfeger explains how retail companies can achieve a unique selling proposition in competition with private labels while simultaneously increasing profit margins. Additionally, he offers an overview of private label management across different industries, including food and drugstore products. At the end of each chapter, review and in-depth questions are provided.