Private label brands are products that are manufactured by one company but sold under another company's brand name. These brands are often found in grocery stores and retail chains, offering consumers a more affordable alternative to national brands. The retailer controls the branding, packaging, and pricing, which can lead to higher profit margins. Typically, private label products include items like food, household goods, and personal care products. Retailers like Walmart and Costco have successfully developed their own private label brands, such as Great Value and Kirkland Signature, which compete directly with established national brands.