КОНЦЕПТУАЛЬНІ ЗАСАДИ УПРАВЛІННЯ ВЛАСНИМИ ТОРГОВИМИ МАРКАМИ РИТЕЙЛЕРІВ

The objective of the article is the substantiation of conceptual provisions of retailers' private labels management based on strategy development, which will increase their competitiveness and ensure sustainable activities of retailers on the market. Methods. A set of scientific methods, namely the methods of scientific abstraction and logical generalization; methods of analysis, synthesis, induction and deduction are applied to achieve the goal. Results. The peculiarities of the development of retailers' private labels are identified and the graphical interpretation of the general model of its creation is given, a set of actions for each stage of private label management is defined, the conceptual model for managing retailers private labels is developed with consideration of retail chains activity specificity.