18
December
2018

Private label /

Privátní značka

Business Term of the Day

Definition

Private label describes a type of brand that is owned and managed by a retailer and the products of which are sold only at its retail stores.

Example sentence

In 2019, S-mart is planning to expand its private label product line with S-mart mobile phones.

Comment

Also referred to as house brand or store brand, this type of branding provides several advantages to the retailer. It allows for specifically targeting the product to its own customer segment, leveraging the store’s image in marketing such products, and offering lower prices compared to competing brands. Private-label products are typically produced by the same manufacturers who make other brands’ products while doing so to the retailer’s specifications as white-label products (i.e. to be later branded by another company). From the consumer’s perspective, private label products commonly provide better value for money than do most products in the same category.

Definice

Termín privátní značka popisuje typ značky, kterou vlastní a řídí maloobchod a jejíž produkty se prodávají pouze v jeho maloobchodech.

Příklad použití ve větě

V roce 2019 řetězec S-mart plánuje rozšířit svou řadu produktů privátní značky s mobilními telefony S-mart.

Poznámka

Tento typ značek poskytuje prodejci několik výhod. Umožňuje mu to konkrétně cílit produkt na segment vlastních zákazníků, využít image obchodu k marketingu těchto produktů, a tím nabídnout nižší cenu než konkurenční značky. Produkty privátních značek typicky vyrábějí stejní výrobci, kteří vyrábějí produkty jiných značek, podle požadavků maloobchodníka, coby produkty bez značky (tj. k pozdějšímu označení jinou společností). Z pohledu spotřebitele produkty privátních značek obvykle poskytují lepší hodnotu za peníze než většina produktů stejné kategorie.

Business Term of the Day

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Business Term of the Day

English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.

Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.

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