A kereskedelmi márkák szerepe, jelentősége a magyar élelmiszer-kereskedelemben

Absztrakt

The article delivers detailed review (and short international outlook) on the status of commercial branding in Hungary. The main
points are as follows.
Branding is getting more and more important, ever producer and commercial brands are struggling for consumers' acceptance. The
share of commercial brands is growing most dynamically in Central-East-Europe. With her 15% growth rate Hungary is at a fairly
high position on the top list.
The ratio of private branding is determined by the structure and traditions of commerce in a given region. The structural changes of
the Hungarian retail sector are quite similar to the international trends pointing towards higher concentration, the strengthening of
hypermarkets and the booming of the discount retail units.
Commercial brands are stabile elements of Hungarian food trade. There are thousands of branded products on the shelves and their
number, categories as well as their quality are continuously growing.
The spread of private brands can endanger even the status of producer "A" brands. In such a situation producers should focus on
their tasks connected to innovation and brand build-up.
A recent dilemma of a number of Hungarian consumers is whether to insist on the known and proved producer brands or to give
advanced trust to commercial brands appearing on the market in ever growing number. Every 5-7th out of 100 forints spent on for
daily products is paid for commercial brands. Commercial brands are successful, but on the long run success depends on how much
money is allocated for quality production, promotion and logistics. Consumers of the future will not set the border between producer
and commercial brands. If the quality of both categories will be the same trust alone can be the decisive factor.