3.5 Private label products<br>The Nielsen data contain both national brand and private label products. However, the brand description of private label products is always “CTL BR” (control brand), and hence we do not know the brand name under which the product is sold. Also, we cannot infer the brand name based on the store where the product was sold because the name of the retail chain that the store belongs to is not revealed. However, we know the product (UPC) description of a product,<br>Electronic copy available at: https://ssrn.com/abstract=2971168<br>such as “CTL BR RS BRAN RTE” for a private label Raisin Bran product in the ready-to-eat breakfast cereal category.
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