Embodiments include apparatuses, methods, and systems for an example token provisioning process. In embodiments, a server computer device may receive over a payment transactions network, a request from an issuer for a private label (PL) token associated with a primary account number (PAN) of a payment card and a partnership offer between a partner merchant and the issuer. In embodiments, the server computer device, may generate and/or activate the PL token. In embodiments, the PL token is provisioned at a first level according to, at least, product characteristics associated with the PAN and at a second level according to, at least, product characteristics associated with the partnership offer. Other embodiments may also be described and claimed.