PRIVATE LABEL AS A FACTOR OF COMPETITIVE ADVANTAGE OF A TRADING COMPANY

The issue of ensuring sustainable competitive advantages for the effective functioning and development of business entities is the subject of research by many national and foreign scientists. One of the means of ensuring competitive advantages, which are actively used by trade network, is its private label. The production and sale of products under our own brand contributes to the recognition of the enterprise and the strengthening of its position in the market.

The purpose e of the article is to determine the competitive advantages of a trading company, formed on the basis of the development of its private labels.

As a result of the study, directions were established for ensuring the competitive advantages of a trading company using their private labels.

Private labels are used as an instrument of price competition and a way to reduce dependence on national brands’ manufacturers; contribute to increasing the profitability of the trading company due to the larger sales volume and lower, in comparison with the goods of manufacturers, expenses for their promotion; create the image of a trading company, which increases the number of consumers loyal to the trading company.