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Private Brands

Author

Listed:
  • Marina Cirjak
  • Aleksandra Krajnovic

    (University of Zadar)

  • Jurica Bosna

Abstract

The paper examines the theoretical framework of private (commercial) brands in the contemporary market, focusing on market positioning and strategic management of these brands, with an evident continuous struggle between retailers and producers to increase market share. Private brands are brands owned by retailers who engage manufacturers to make products to which will become brands, so they are often referred to as trademarks. There is a growing number of private brands which represent a great threat to national brands since they allow retailers to sell products at lower prices with lower production costs, better offer control, and more flexible pricing policy. The purpose of this paper is to explore the movement of market share of private brands in the world, with special emphasis on the situation in Croatia. Private brands are becoming a strategic option for retailers in a tense competitive battle with producers for market share, better profitability, and better brand value from the point of view of customers.

Suggested Citation

  • Marina Cirjak & Aleksandra Krajnovic & Jurica Bosna, 2012. "Private Brands," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 21(2), pages 597-620, december.
    • Handle: RePEc:avo:emipdu:v:21:y:2012:i:2:p:597-620
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    File URL: https://hrcak.srce.hr/clanak/138618
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    More about this item

    Keywords

    private brands (commercial brands); national brands; private brands strategies; private brands positioning;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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