The rise of Private Label products (those owned, sold and distributed by retailers) is one of the most striking retail success stories of the last decade. Private Label has been growing at twice the rate of famous brands over the last ten years and the Private Label industry is worth an estimated US$1 trillion. Private Label is a powerful and compelling new book on the dangers and the opportunities posed by the rapid growth of retail brands. Debunking myths and exposing the implications of this phenomenon, Private Label encourages brand managers to view this not as a threat, but as an opportunity to revitalize their brands and reinvent themselves. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels and truly innovate their offerings. The authors have developed a programme based on ten principles to help senior management from brand manufacturers and retailers specifically identify these opportunities and deal with this growing issue more effectively. Using research data from a range of global sources, as well as a multi- country research survey from Saatchi and Saatchi X, Private Label is a timely attempt to shed light on the world of Private Label and its impact on global markets.