ROZWÓJ I ZNACZENIE MARKI WŁASNEJ
DEVELOPMENT AND SIGNIFICANCE OF PRIVATE LABEL IN POLAND

Summary/Abstract: The aim of this article is to present the role that private labels play in the modern economy. The article highlights the growing importance of trademarks as indicated by higher market share growth of these products rather than of branded products. The article presents the quantitative market share of private labels in Poland and Europe. Moreover, the author presents the evolution of private labels – from low-priced commodities characterized by poor quality through medium-priced to premium-priced products. It has been noted that the development of private labels is strongly influenced by the change in the consumer behaviour – for whom the purchase of private label products is becoming a sign of wise and smart shopping. The article draws attention to considerable benefits and certain risks stemming from the development of private labels and affecting both retailers and manufacturers as well as consumers.

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