A company uses private branding, often called private labeling or reseller branding, when it manufactures but sells them under the brand name of a wholesaler or retailer. radio shack, sears, and Kmart are large retailers that have their own brand names. food products are often private labeled for supermarkets.Private brand account foe 14percent of U.S. Food sales, 36 percent of British food sales, and about 18 percent of food sales in Feance and Germany.