Definition

white label cloud service

A white label cloud service is a cloud provider that sells customers resources that they can, in turn, offer to their own customers under their own brand. Such a service enables third-party company branding with control over appearance, policy, support and etc. along with access to infrastructure.

In general, white label branding (sometimes called “white labeling”) is a manufacturing and marketing practice in which a product or service is produced by one company and then rebranded by another company to make it appear to be their own.

Outside of IT, the white label branding strategy is most often used in grocery stores, with each grocery store chain establishing its own white label line for generic products to compete with the brand name products.  Used to produce brand loyalty, the white label products are typically of equal or better quality than their brand name equivalents and, in some cases, the identical product.

The term white label, in a marketing context, refers to the physical appearance of a product without a branded label. The term originated from a DJ practice of removing labels from vinyl records to hide details of the music from competitors. Vinyl records are also sometimes distributed with plain white labels as test pressings or demos.

 

Related terms: brand, product development, private cloud, Software as a Service (SaaS), neuromarketing

Contributor(s): Brita Van Fossen
This was last updated in February 2012
Posted by: Margaret Rouse

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