Strategic priorities in the development of private brands (pb) of retail operators

There is a strategy of private brands as a new trend in retail chains since the beginning of the2000s. The development of this area hinders the insufficient amount of analytical work and attention of the operators to this segment. Most of the theories used by retail operators are based on foreign experience without proper adaptation. The paper suggests one of possible approaches to the strategy of private brands (PB) development, taking into account the variability of goals. One of the factors hindering the development of PB segment is associated with insufficient analysis. As a result, errors frequently occur at the stage of business engineering of this area when developing a network. When you start the PB, it’s essential to determine a type, product categories, where the PB will be developed, based on the concept of the network. The authors set the following goals in the development of PB: control of the degree of influence of essential assortment suppliers; increase of consumer loyalty; increase of a profit rate; increase of the investment attractiveness of a network. Depending on the selected goal different principles for the construction of an assortment matrix PB are possible. The authors considered a number of approaches for assessing the value of a brand, the most interesting of which is a multifactor model that includes such parameters as the strength of a brand - the brand’s ability to dominate in its product category; branding relevance - correlation of a brand image and preferences of the target segment of consumers; brand loyalty - the frequency of selection of goods of a certain brand if alternatives are available; level of brand awareness - percentage of the target audience, reminiscing about this brand.