Znaczenie i zastosowanie marki prywatnej w nowoczesnych kanałach dystrybucji
The significance and use of private label in modern distribution channels

Summary/Abstract: The main determinants of use of private label distributors include: the development of modern distribution channel, the pursuit of retailers to take control of distribution channels, extending offers of its own brand as an offer usability, trend smart shopping, fighting with the producers about the loyalty of consumers. Presented in the article data from the markets: national and international, in most cases, increasing the share of private brand in consumer shopping basket and the presence in the offer of modern distribution channels. The high increase in the participation of private brand in the retail trade can be seen in Eastern and Central Europe. Private label changes the current relationship manufacturer-distributor. Cooperation model between them can take diverse variants, and cited examples from the market confirm the impact of the presence of private brand for a change of strategy for manufacturers and distributors.

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