In the assortment of German food retailers, private labels share has intensely increased over the last years. For retailers, they, e.g., comprise the potential of differentiation from competitors. In recent years, additionally, the packaging design of some private labels has been revised in order to position them as being similar to established national brands and thus, to further strengthen the image and perception of private labels as well as to provide them with positive associations. Although brand similarity can cause consumer confusion which, in turn, might lead consumers to abandon their purchase decision or switch to a competitor, brand similarity could also stabilize the competitive position of the retailer. This is why the current paper examines if consumers prefer to buy lookalike private labels. Verification has been accomplished by an examination within the product categories “canned corn” and “frozen pizza”, which have been purchased in retail stores of Edeka and Rewe.The results of the empirical study only partially confirmed the proposed relationships. The findings, e.g., showed that consumers are more likely to buy a lookalike private label if they assume that it has been produced by manufacturers. Consequently, a similar positioning of private labels and national brands gives retailers the opportunity to benefit from a potential image transfer, as this encourages the development of consumers trust. In this respect, retailers should focus on offering the segment of standard private labels especially in product categories in which consumers have a low involvement.