Kierunki i uwarunkowania zmian w zakresie stosowania marek należących do pośredników handlowych
Directions and Conditions of Changes in the Use of Private Label Brands

Summary/Abstract: Purpose of the article: the aim of the article was to identify and to describe the changes in the use of the private label brands, and also the factors which lead to these changes. Research approach: in the article, the author used the secondary sources. Key findings: the directions of changes in the use of the private label brands were described in the article. The description of the conditions and consequences of these changes was a significant part of the article. Practical implications: perception of the private label brands by consumers is a significant limitation for development of these brands. The development of the private label brands requires an increase of the awareness of the private label brands and requires an improvement of the image of the private label brands. Social implications: the development of the private label brands leads to the increase of the intensity of competition, which leads to fulfilling of consumers’ expectations.

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