Acta academica karviniensia 2011, 11(2):146-155 | DOI: 10.25142/aak.2011.031

PRIVÁTNE ZNAČKY

Eva Poliačiková
Ing. Eva Poliačiková, PhD., Odborná asistentka na katedre ekonomiky a manažmentu podniku, Ekonomická fakulta, Univerzita Mateja Bela, Banská Bystrica, SR, eva.poliacikova@umb.sk

This paper has arison with the view of allow to readers to inform about the new intellectons, practices, taht are to be used by introduction of privat marks. Its includes definition of privat mark, its phased implant on the market, importance of privat marks for producers, sellers and consumers. Further provides segmentation of privat marks as well as the strategy of theirs introduction. Final phase of this paper deals about relationship of the customer and mark, of the functions of marks and types of customers divided by loyality of customers to mark.

Keywords: privat mark, trade mark, loyality, strategy of introduction, customer
JEL classification: M31

Published: June 30, 2011  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Poliačiková E. PRIVÁTNE ZNAČKY. Acta academica karviniensia. 2011;11(2):146-155. doi: 10.25142/aak.2011.031.
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. AAKER, A.D., 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, Maxwell Macmillan International, 16 s. ISBN 13: 97-8002-9001-01-1.
    2. AAKER, A.D., KUMAR, N., STEENKAMP, J.-B., 2007, Private Label Strategy : How to Meet the Store Brand Challenge, Perseus Distribution Services, 13, 27, 28, 39 s. ISBN 13: 97-8142-21-0167-4.
    3. FLOOR, K., 2006, Branding a Store: How to Build Successful Retail Brand in a Changing Marketplace, Kogan Page, 160-161 s. ISBN 13: 97-8074-9448-32-5.
    4. GAMBLE, P.R., TAPP, A., MARSELLA, A., STONE, M., 2007, Marketing Revolution, Kogan Page, 283-284 s. ISBN: 97-8074-9449-80-3.
    5. HAIG, M., 2004, Brand Royalty, Kogan Page, 3 s. ISBN 13: 97-8074-94-4357-6.
    6. [6] ISAAC, B., 2000, Brand Protection Matters, Sweet & Maawell, 25-27 s. ISBN 10: 042-1569-301. Go to original source...
    7. KAPFERER, J.-N., 2004, The new strategic brand management: Creating and sustaining brand equitz long term, Kogan Page, 12-25 s. ISBN 10: 074-9442-832
    8. LINCOLN, K., THOMASSEN, L., 2008, Private Label : Turning the Retail Brand Threat into Your Biggest Opportunity, Kogan Page, 1,2,15,16,20,21,34 s. ISBN 10: 074-9450-274.
    9. McKINLAY, I., O'CONNOR, M., ROSS, S., 2007, Marketing: Level 2, Pearson Education South Africa, 77 s., ISBN 13: 97-8186-89-1739-6.
    10. NÔTOVÁ, I., 2005, Privátne značky - strašiak či dobrodinec: Reťazce sa snažia speňažiť silu vlastného mena a zlepšiť lojalitu zákazníkov. In: Trend. [online]. 22/11 2005. [cit:2009-11-2]. Dostupné na internete: <http://mediatrend.etrend.sk/reklama-a-marketing/privatne-znacky-strasiak-ci-dobrodinec/58668.html>.
    11. WALSER, M.G., 2004, Brand Strength: Building and Testing Models Based on Experimental Information, DUV, 56, 57 s. ISBN-10: 3824479591, ISBN 13: 97-8382-4479-59-7. Go to original source...
    12. WILSON, J.S., BLUMENTHAL, I., 2008, Managing Brand You: Seven Step to Creating Your most Successful Self, Amacom, 171, 180 s. ISBN 13: 97-8081-44-1068-4.
    13. YESHIN, T., 2006, Sales Promotion, Cengage Learning EMEA, s. 80-83, ISBN 13: 97-8184-4801-61-9.
    14. MINÁROVÁ, M. 2009. Strategické marketingové analýzy. In. Vysokoškolská učebnica 2.kap. Strategický marketing. SPU:Nitra, 2009, s.27-59, ISBN 978-80-8070-966-2.

    Return to the content