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Private Brand Fundamentals Certification

Learn how Private Brand is fundamentally a Strategic Pillar for Retailers and a relevant solution for Consumers

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About Private Brand Fundamentals

Overview

Master the fundamental role of Private Brand for the industry to be able to manage Private Brand related topics efficiently.

Private Brands are brands developed and managed by retailers that offer product solutions to answer consumer needs. With streamlined production quality and agility, Private Brands now hold the competitive advantage over National Brands, offering a wide variety of products at ranging price points to meet the consumers’ criteria for quality, cost, and specificity. 

With more than 80% of U.S shoppers buying Private Brands on almost every shopping trip, and over 50% of shoppers stating that Private Brands are a driver of store choice, the need for retailers to implement the best strategies is more relevant now than ever before.

Our partner Daymon has 50 years of experience building successful Private Brand programs around the world and is the only solution provider that influences all aspects of Private Brand development, from strategy to execution to consumer engagement. 

The Private Brand Fundamentals course, developed by our partners at Daymon, empowers candidates with an in-depth understanding of Private Brand, a Strategic Pillar for Retailers and a relevant solution for Consumers. Throughout the training, Daymon will provide in-depth knowledge on Private Brand Fundamentals and share best practices to guide success.

Daymon is a world leader in driving brand innovation, differentiation and results.

Private Brand Fundamentals Certification

Daymon’s unique approach helps retailers and brands set themselves apart through a full suite of best-in-class Private Brand development services, including:

  • Strategy.
  • Analytics and insights.
  • Product development.
  • Supplier development and management.
  • Account management.
  • Design and packaging management.
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Who is Private Brand Fundamentals Certification for?

  • Organizations who want to give their employees the opportunity to understand what Private Brand and its strategic role for the industry is.
  • Retail industry professionals that are involved, or willing to be involved, with Private Brand such as associates from commercial departments, marketing departments or operations.
  • Manufacturers professionals that are involved, or willing to be involved, with Private Brand such as account managers or R&D departments.
  • Consulting professionals that are involved, or willing to be involved, with Private Brand such as advisory agencies.
  • Students in fields such as marketing, retail, strategy, business.
  • Individuals who would like to understand what Private Brand and its strategic role for the industry is.

Book an Exam

Documentation

Document thumbnail
pdf - 1.91 MB - 17 June 2025
Document thumbnail
pdf - 1.06 MB - 17 June 2025

Success in 1 2 3

Over 2.6 million people in 192 countries have an APMG certification. Our certifications are used by 80% of the FTSE 100 and a third of the Fortune 500 and S&P 500, and are proven to deliver better outcomes.

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APMG is not a training provider. Please contact accredited training organizations listed on our website for prices, languages and dates. Alternatively, you can self-study for an exam directly through APMG.

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Pass the exam & receive a certificate

When you are ready to take your exam, book an online timeslot yourself with APMG, or your training organization may organize this for you. If you pass your exam APMG will issue you with a digital badge for you to share!

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Private Brand Fundamentals levels

Private Brand Fundamentals Professional badge

Private Brand Fundamentals Professional

Demonstrate your understanding of Private Brand

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Private Brand Fundamentals Expert badge

Private Brand Fundamentals Expert

Demonstrate your in-depth understanding and practical awareness of Private Brand

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Private Brand Fundamentals Master badge

Private Brand Fundamentals Master

Demonstrate your in-depth understanding and practical application of Private Brand

Read more

SFIA

The SFIA Framework is the global common reference for skills and competency for the digital world.

This APMG certification has been informally mapped against the SFIA Framework to indicate the skills that are addressed and referenced by the certification. Although it is not yet possible to claim this digital badge, the indicative skills can be used to plan your professional development through assessing the skills you have and the skills you need for the role you want.

SFIA badge knowledge
Private Brand Fundamentals Professional

Private Brand Fundamentals Professional

SFIA elements this certification confirms (endorsement)

None

SFIA elements this would be useful for (development)

Generic Attributes Influence up to level 4, Business Skills level 4 and Knowledge up to level 3. Marketing up to level 5.

FAQs

Currently the Private Brand Fundamentals trainings are delivered in English.

The Private Brand Fundamentals certifications do not expire and there are no on-going maintenance requirements.

No, these exams are only available as closed book.

When you pass an exam – you will instantly have the option to claim a digital badge as representation of your new certificate. Your badge can be embedded on an email signature, website, digital CV, or shared via LinkedIn.  

Access the downloadable guide for more information on how to claim your digital badge.

Using a company device in which you do not have administrative rights and access to download additional software tends to cause issues when sitting your exam via ProctorU, as outlined in the Candidate Guidance Agreement.  

If you wish to sit your exam via ProctorU again, you will need to pay a reschedule fee of £32 (which you can do in the Candidate Portal) before you can select a new date and time.  

Alternatively, you can reschedule your exam via our AIPP service, where you can take your exam over Zoom without downloading any additional software. Please note there are fewer exam slots available through AIPP.  

Full details of our Proctoring options can be found on our Proctoring Page. 

Since 2018, we are no longer registered for AXELOS qualifications and are unable to provide the certificates.  

If you received your AXELOS qualification before this time, you can contact customer service and upon providing your candidate number, ask if a copy of your certificate still exists in our system. 

Alternatively, you can reach out to IT PeopleCert directly with this request quoting your candidate number.  

If you do not have your candidate number, we can provide it to you. Additionally, we are happy to provide a letter of verification for any exams sat with us.

Your training organization specified that they wish to view candidate results before releasing. If you would like your results sooner, you may contact your ATO directly and request your results that way. After they have released them, you will be able to create/view your Digital Badge and download your Digital Certificate in your Credly account in the Certificates section of your portal.

If you feel you had issues during your exam, you may submit an appeal to customerservice@apmgroup.co.uk. We will review your appeal and respond. See APMG’s policies for details on the full appeals process.

If you go to the invigilator portal, use the same log in details as you would for your Marlin account. Once logged in then click on the '+' icon. This will provide two lists - 'Invigilators' and 'Trainers'. Click the appropriate one and find the person you are looking for, then send the invitation.

Your results will be processed 6 to 12 hours after your exam. You will receive an email confirming your achievement and inviting you to the Candidate Portal where you can see your official result. From there, you can create your account in Credly.com and access your digital badge and certificate.

Get in touch

If you have a query about this certification or want to know more about training send us a message via this contact form. We would love to hear from you!