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Liburkina L. M.

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The Economic Essence of the Own Trademarks and Their Function
Ketova T. B.

Ketova, Tetiana B. (2019) “The Economic Essence of the Own Trademarks and Their Function.” Business Inform 11:396–401.
https://doi.org/10.32983/2222-4459-2019-11-396-401

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 14

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UDC 659.126:339.378.2

Abstract:
The article is aimed at presenting results of the study on defining the essence of the own trademarks and their functions. On the basis of a comparative analysis of the interpretations of «own trademark» and «brand», the content of the concept of «own trademark of trade enterprise» is clarified. As a result of generalization of existing interpretations, it is determined that the trade enterprise’s own trademark is a means of identifying the belonging of goods to a particular trading network and differentiating the enterprise. The essential characteristics of the own trademarks are determined, which include: belonging to a retail trade chain, the retailer’s ownership of the trademark, contract production, exclusivity of sales in the stores of a certain network, formation of a certain commodity and price policy for goods under its own trademark. It is substantiated that the main functions of the own trademark are ensuring the price competition of the trading enterprise, reducing dependence on brands of other manufacturers, differentiation from competitors, winning loyalty of consumers.

Keywords: own trademark, brand, trade enterprise, functions of own trademark.

Bibl.: 18.

Ketova Tetiana B. – Applicant, Department of Economics and Management, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

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