Market position of a private label

This bachelor thesis is dedicated to private labels in a selected retail chain on the Czech market. The main aim of the thesis is to determine the market position of private labels based on how consumers perceive private labels. The thesis is divided into the theoretical and practical part. The theoretical part describes the problematics of brands and focuses primarily on private labels. The practical part consists of marketing survey which is realized by online questionnare survey. Based on survey results they were determined possible recommendations for the development of private labels