Privátní značky jako hrozba pro národní značky na českém trhu

The focus of this thesis are private labels, which have been on the rise in recent years and may thus be a potential threat to national brands on the Czech market. Private labels are very important to chain and try to lure consumers into the store through them. The aim of the work is to identify the reasons and causes behind the rise of private labels in the Czech market and the overall effects on national established brands. The work seeks to approximate the importance of private labels for all stakeholders. Furthermore, the work focuses on manufacturers and their attitude towards private labels. Quality research is an important part of this, revealing the views of manufacturers and chains on private labels. The work also maps the current state of the market and the consumer's attitude towards private labels. Research has revealed the reasons why private labels are introducing by chains and how they can threaten manufacturers. For some manufacturers, private label is a threat, for some an opportunity. Furthermore, research has revealed interesting insights into the pricing policy of chains.