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Development of Conceptual Model of Management of Retail Private Label


I.A. Arenkov A.A. Doboni
[email protected] [email protected]
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

Keywords: 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.