Marka własna detalisty – potencjał rynku i postrzeganie wizerunku
Private Label Brand – the Potential of the Market and the Image Perception

Summary/Abstract: The article discusses attractiveness and the potential of the private label brandsmarket. The main purpose of the article is an evaluation of the role of the private labelbrands and emphasizing the meaning of this form of the branding as a tool of competingretailers for the competitive position on the market. The author is giving data about the participation of private label brands in the FMCG sector and in the assortment offered byleading retailers in Poland and in the world. He also refers to the image perceptron by customersand shows new trends which determine choosing private label brands by commercial networks. He also mentions other trends: consumerism, individualism, the care of the healthierlifestyle, smart shopping and personalization of the offer. Knowledge of those trendsand the image perception of the private label brands by consumers should be the base forthe managers and for the business success of modern retailers.

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