Over the past decades, private label brands and private label research have come under the spotlight. The chapter aims to explore and integrate the literature on the advances by grocery retailers in creating and enhancing brand awareness for their private label branded products. A foundation is created to understand a brand, and branding and brand awareness are discussed. The chapter then discusses private label branding decisions and the types of brand decisions available for grocery retailers for their private label brand tiers, where light is shed on when best to adopt the type of branding decision and under what consumer-level awareness circumstances. More importantly, the chapter presents an overview of the advances by grocery retailers in their brand awareness practices; the varying successes and effectiveness were highlighted. Moreover, the chapter presents an overview of prospects that grocery retailers can consider in enhancing their existing or halting and formulating new creative private label brand awareness strategies and practices to achieve “top-of-mind” brand awareness status among consumers.