Which of the following is NOT a private label naming strategy?

The correct answer, which identifies the option that is not a private label naming strategy, is public brand. In the context of private label strategies, brands developed and marketed by retailers from their own stores are commonly categorized into specific strategies that include store brands, umbrella branding, and individual brands.

Store brands refer to products that are branded by a retailer but produced by other manufacturers, allowing the retailer to offer products that are exclusive to their stores. Umbrella branding involves using a single brand name for multiple related products or product lines, effectively leveraging brand equity across various categories. Individual brands, on the other hand, are unique brand names that are given to specific products within a retailer’s portfolio, allowing for differentiation in the marketplace.

Public brand generally refers to brands that are owned and recognized publicly, often in the context of national brands that are widely distributed and marketed, rather than retailers’ own private labels. Thus, it does not fit within the framework of private label naming strategies, making it the correct choice.