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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.

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Documentation

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

Success in 1 2 3

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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

Any request for additional time will need to be provided in writing to customerservice@apmgroup.co.uk. We will need to see evidence of your diagnosed condition in the form of a medical report, signed by a medical practitioner.  

If this is not available, or your condition was diagnosed a long time ago, then any statement from an employer, line manager or Occupation Health advisor will be sufficient.  

If no recommendations regarding the length of time to be added to the exam is evident in the documents supplied, then we apply 25% additional time to the exam.

Full details of our Equality Policy can be found on our website.

If you booked your exam directly with us, you will have 12 months to sit your exam which cannot be extended. If your exam was booked by a Training Organization, then you will need to reach out to them directly to request an extension to your expiry date.

  • The structure of the examinations depends on the level of certification.
  • Generally, entry-level examinations (Foundation Certifications) have a range of 40 minutes to 60 minutes to complete a multiple-choice exam, which may include 40 to 60 questions.
  • Practitioner examinations can range from 90 minutes to 120 minutes with an average of 80 complex multiple-choice questions.
  • The required score to pass an examination varies from one certification to another. You can find more information listed on the product page under exam details, to learn more about a particular examination.

  • Most training providers include the exams with their courses.
  • Self-study candidates can book and take the exam online from anywhere, with a proctor monitoring via webcam, microphone and desktop.
  • After booking, you'll receive a registration email to schedule your session through the Candidate Portal, with exams available 24/7.

PMI Professional Development Units (PDUs) are either: Education or Giving Back to the Profession. You can earn PMI Education PDUs by attending non-PMI provider courses if they align with the PMI Talent Triangle® skill areas. Visit the PMI website for details on PDUs, how to record them and required documentation.

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Unfortunately, no. Only Accredited Training Organizations and their registered partners are authorized to use these logos. If you do not fall under these categories and would like to request permission to use the logo, please contact the APMG-International Service Desk (servicedesk@apmg-international.com).

However, successful candidates are able to share and display their digital badge publicly.

Some certifications do not require training in order to take the exam however, for most certifications, training is advised. 

For some certifications individuals also have the option to self-study in preparation for the exam and, when they are ready, can even take the exam from the comfort of their home or office.

You can find details of our self-study exams, available to purchase, via our public exams portal.

Most, if not all, of our certifications come with at least one Sample Exam to help participants prepare for their exam. Access to the Sample Exams can be located on our website.

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!

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