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The benefit for the manufacturer and the marketer is that the manufacturer can concentrate on making the product or service and focus on cost savings, and the marketer can invest in marketing and selling the product.

Whole Foods Inc.'s 365 products and Costco Wholesale Corporation's Kirkland products are examples of store branding on white label products. offers its consumers a branded credit card; the card is actually provided by Barclays Bank Delaware.

Businesses, such as banks, use white label services such as credit card processing when they do not have such services in house. Macy’s also offers its consumers a branded card; the card is actually provided by American Express.

A white label product is manufactured by one company and packaged and sold by other companies under various brand names.

The end product appears as though it has been manufactured by the marketer.

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A product or service, especially common in the in the financial sector, where the provider of the service purchases a fully supported product from another source, then applies its own brand and identity to it, and sells it as its own product.

The purchaser assumes the seller is selling its own product.

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