As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands.

Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers now compete with their largest customers: major retail chains like Wal-Mart.

The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels.

Private Labels enables managers to navigate profitably in a radically altered landscape.