Marketing Communication Strategies of Retailer Brands in Hungary

Abstract

The quality and the attractive packaging of private labels of retailers are comparable today to the leading branded products, but their communication has only recently reached a higher level in Hungary. Certainly they are professional in their in-store communication methods, but they have also started to build their private labels through TV and print advertising. Some of them even try to attach personality to these labels to become full brands. We can see unique solutions in in-store advertising as well, that are directed to the acceptance of the retailers’ private labels. In my article I will elaborate the use of communication tools of those retailers that have substantial private label portfolio in Hungary, using domestic and foreign literature, primary and secondary research methods.