Opportunities and Risks in Developing the Own Trademarks for Trade Enterprise

Abstract

The article is aimed at exploring the opportunities and risks of developing the own trademarks for trade enterprises. Based on the carried out studies, the prerequisites and features of the creation of products under their own trademark by trade enterprises have been defined. The priority of introducing own trademarks for retail chains has been indicated. It is noted that the introduction of the own trademarks is in the interests of the main stakeholders: retail chains that develop, order and promote products under their own trademarks; producers who directly create products for the retail networks; and consumers who buy these products. The advantages and disadvantages of using the products under the trade enterprise’s own trademarks for the main stakeholders have been defined. It is found out that the success of the introduction of own trademarks is determined by evaluating the opportunities and risks of creating products under the own trademark and harmonizing the interests of all stakeholders.

Keywords

• own trademark
• retail chain
• trade enterprise
• producers
• consumers