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Private trademarks: perception, role and strategic prospects of the development under present conditions


Artyom Doboni
(about the author)

Doboni Artyom A. – Postgraduate student of the Chair of corporate economics and business (St. Petersburg State University)

Published in:
Russian Journal of Retail Management
– Volume 2, Number 1 (January-March, 2015)



Keywords: FMCG-market, own trademarks, private trademarks, retail, retail networks, trends


Citation:
Artyom Doboni (2015). Private trademarks: perception, role and strategic prospects of the development under present conditions. Russian Journal of Retail Management, 2(1), 19-30. doi: 10.18334/tezh.2.1.233


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Abstract:

The article touches upon the main trends in the modern economy with regard to the development of the retail market and the market of FMCG-products. The changed role of the largest retail networks (retailers) in the segment of realization of FMCG-products has been substantiated. The role of private trademarks in the development strategy for the largest retailers of Russia has been specified. The main trends of private trademarks development have been revealed as on foreign markets as on the Russian FMCG-market. The strategic perspectives of private trademarks development in Russia have been substantiated.







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