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Development of Conceptual Model of Management of Retail Private Label

I.A. Arenkov
A.A. Doboni
professor, the Department of Marketing, St. Petersburg State University of Economics, Doctor of Economics
candidate for PhD, the Department of Company Economics and Entrepreneurship, St. Petersburg State University
St. Petersburg
St. Petersburg


  • retail private labels
  • own brands
  • FMCG market
  • retail branding
  • conceptual model
  • brand
  • We prove the need to develop the concept of managing private labels. The notion of retail branding is specified. We carry out the analysis of modern theoretical models of building a brand of a large company. A conceptual model of managing a retail private label is developed.