Marka własna detalisty - potencjał rynku i postrzeganie wizerunku

Wiesław Ciechomski

Abstract

The article discusses attractiveness and the potential of the private label brands market. The main purpose of the article is an evaluation of the role of the private label brands and emphasizing the meaning of this form of the branding as a tool of competing retailers for the competitive position on the market. The author is giving data about the participation of private label brands in the FMCG sector and in the assortment offered by leading retailers in Poland and in the world. He also refers to the image perceptron by custo-mers and shows new trends which determine choosing private label brands by commercial networks. He also mentions other trends: consumerism, individualism, the care of the heal-thier lifestyle, smart shopping and personalization of the offer. Knowledge of those trends and the image perception of the private label brands by consumers should be the base for the managers and for the business success of modern retailers
Author Wiesław Ciechomski (WZ / KHiM)
Wiesław Ciechomski,,
- Department of Trade and Marketing
Other language title versionsPrivate Label Brand – the Potential of the Market and the Image Perception
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)
Issue year2019
VolXX
No6, cz. 2
Pages401-411
Publication size in sheets0.5
Keywords in Polishmarka detalisty, marka własna, wizerunek marki
Keywords in Englishrivate label brand, retail brand, brand image
URL http://piz.san.edu.pl/docs/e-XX-6-2.pdf
Languagepl polski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 5.0, 14-04-2020, ArticleFromJournal
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Tytuł numeruZmiany w myśleniu marketingowym
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