Pozacenowe elementy budowania wizerunku marki własnej w komunikacji sieci handlowych FMCG na rynku polskim
Non-price Elements of Building Private Label Image in Communication of FMCG Trade Chains in the Polish Market

Summary/Abstract: The main objective of this paper is to demonstrate that the main role in building a positive and desired private label image is played by price positioning and communication of non-price attributes of the image. The challenge for the author is to demonstrate that the essential part of PL communication, apart from the product’s price, is product’s quality and other emotional arguments to encourage the purchase and rising from the market needs and current consumer’s lifestyle. The article presents the current strategy of private brands price positioning. The article was developed based on the available literature review and author’s own observation.

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