"We have registered with the U.S. USPTO and the U.S. FDA two new product family names; Alltara!™ and Advant!™. These brands will become those licensed to big box retailers as their own exclusive private label. We anticipate registering more trade family names as our “big box” plan proceeds."
I thought that "private labeling" involved the labeling of a manufacturer's product under the product name of a retailer, hence the term "exclusive".
How would the use of Alltara!™ and Advant!™ names be the exclusive brands of multiple big box retailers?
If Alltara!™ and Advant!™ are just DECN's names for the products, not to be used in retail stores but just to be used by big box retailers to facilitate the ordering process, why register the trademarks? In fact, can they be trademarked if the products are not to be marketed under those names?
If multiple big box retailers are going to use the registered names, how are they exclusive? What exactly is being licensed?
Please explain. Maybe the answer lies in the definition of "Hybrid Private Label". Do you know it? Or perhaps more importantly, do you know what the author means by it?
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