With private label software products, the core technology of the product can be created and owned by another person or company, but the resellers can place their own brand and have the software tailor-made by utilizing layout and colour schemes, logos, languages and other options that can be configured to make the software look like it was created by the reseller. Additionally, the reseller can create a new name for the program, company and the website to be associated with the software.
The makers of the software will offer the reseller full resell rights to the branded version of the product, with the understanding that sales options will be decided by the reseller, without any royalties to be collected by the creator of the software. This enables the reseller to establish their own price for the software and pocket all the profits.
Also, it is not unusual for the creator of the software to supply a demo version of the product, along with the full version, which can be of great assistance in generating sales of the full version of the software. This demo version can be distributed by the reseller without any interference. The benefits of having a demo version is that the traffic to the web site of the reseller will increase each time the demo is downloaded.
Usually, there are two levels of private labelling, or branding, offered for resellers: first is the tests and surveys that the reseller will manage and implement, and second, the technology and application that permits the reseller to author and host the tests and surveys.
When it comes to transferring the ownership of the software, the following can usually be provided by the software's creator: documentation of the transaction and a special URL for each software title purchased by the reseller. This URL is provided so that resellers can send it to others in order to verify the ownership of the software.