Brand Management In Emerging Markets: Private Labels In Croatian Grocery Retailing And The Case Of Dona Trgovina D.O.O

Brand management is a fundamental business practice of any company. In a globalizing world economy, however, brand management has become more challenging, especially in emerging markets which have attracted much attention from multinationals, and which have spawned their own internationally competitive companies. Private labels — sometimes called house branding — are a subform of brand management which have their own peculiarities and which, in emerging markets, are racing to catch up to that of the developed world. This chapter provides a brief overview of brand management and private labels in emerging markets. The evolution of private labels in Croatian grocery retailing is then outlined. Finally, the case of Dona Trgovina D.O.O., one of the leading Croatian manufacturers of private grocery labels, is presented.