engleski

Retail Brands in the Processes of Retail Concentration

Subsequent to a study of notions and brand types, analyzed is their emergence and development as an economic phenomenon in commercial concretization processes. Afterwards, analyzed are marketing functions of producer brands and retail brands and their role in marketing mixes of producers and retailers as to comprehend their role in the creation of retail business units’ types. Retail brands are especially important in an expanded grocery sector (German Lebensmittel), i.e., for the categories of fast-moving consumer goods (FMCG), while their significance sustainable development and that as environment-friendly foodstuffs is also being emphasized recently. A retail brand’s significance is evaluated based upon an increase in the retail brand’s turnover share in overall retailing. Naturally, this increase is connected to an overall economic growth in a prolonged period. Furthermore, one may also detect a connection between a retail brand share in retail turnover and a level of retail concentration achieved in certain economically developed countries. Eventually, remarks on commercial brand’s influence on the enforcement of negotiational power of a retail company, thus achieving positive (and negative) effects on production and consumption, are also provided in the evaluation of retail brand significance. Negative retail brand influences can be especially reflected on economically less developed transitional countries, for the large-sized retail chains bring the entire supply chains to those markets—in addition to their brands.

Retailing; Retail brands; Private labels; Industrial brands; Retail concentration; Retail mix

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