Own brands of commercial chains - a source of competitive advantage Cover Image

Собствените марки на търговските вериги – източник на конкурентно предимство
Own brands of commercial chains - a source of competitive advantage

Author(s): Mariyana Bozhinova
Subject(s): Economy
Published by: Стопанска академия »Д. А. Ценов«
Keywords: own brand; commercial chains; competitive advantage; economical brands; image-making brands

Summary/Abstract: The power of commecial chains is growing in distribution channels for consumer goods in current market conditions. At the same time the competition between them is intensifying. Commercial chains permanently explore and identify sources of competitive advantages in order to benefit from them. This article focuses on own brands of merchants as an important source of competitive advantage. Based on empirical data, the dependence between the degree of concentration of retail goods and the share of goods having own brands is investigated. Factors that facilitate market penetration of goods under traders’ own brands are outlined. Some benefits for merchants, manufacturers and consumers in the development of such brands are discussed. Theoretical considerations are supported by examples from business practice of commercial chains.

  • Issue Year: 22/2012
  • Issue No: 3
  • Page Range: 35-49
  • Page Count: 15
  • Language: Bulgarian