自有品牌所带来的高利润是零售商进入这一领域最重要动机。当制造商的品牌在它们特定的品牌效应下获得消费者青睐,给其带大量利润时,这些品牌产品也成为自有品牌零售商开发的主要项目。自有品牌的零售商从经营产品项目、市场定位,甚至产品的包装、标识和颜色都在努力模仿市场领导者,这 High profits from own brands are the most important motivations for retailers to enter this area. These brands are also the main items developed by private label retailers when manufacturers’ brands are favored and profitable by consumers under their particular brand effect. Private label retailers are trying to mimic market leaders from managing product offerings, market positioning and even product packaging, labeling and color.