> Does costco get some extra benefit if the consumer buys Kirkland from costco ? Yes. Costco positions their store brand as a major part of their appeal. This

> Does costco get some extra benefit if the consumer buys Kirkland from costco ? Yes. Costco positions their store brand as a major part of their appeal. This attracts more consumers to their stores, which A. Increases membership, for which there's an annual fee, and B. Increases traffic, increasing sales of high margin items as well as the low margin store brand.