What's In A Name?

Sanitary Maintenance ran an article about private labeling vs. private branding (yes, there is a difference) in its May issue. But what I want to specifically highlight here is the sidebar to the article that focused on choosing a name for your privately branded products.

As distributors, your company name has value. Should you choose to use that company name on a privately branded product, make sure it's a product worthy of your company name. 

“We can reach out to different manufacturers and really research products before we put our name on them,” says Betsy Parks of Chemical Maintenance Inc., Champaign, Illinois.