BRAND MANAGEMENT IN EMERGING MARKETS: PRIVATE LABELS IN CROATIAN GROCERY RETAILING AND THE CASE OF DONA TRGOVINA D.O.O

Maja Martinovic and John Branch
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Maja Martinovic: Zagreb School of Economics and Management, Marketing Department, Croatia
John Branch: Stephen M. Ross School of Business, University of Michigan, USA

Chapter 9 in Handbook of Business Practices and Growth in Emerging Markets, 2009, pp 161-179 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractBrand management is a fundamental business practice of any company. In a globalizing world economy, however, brand management has become more challenging, especially in emerging markets which have attracted much attention from multinationals, and which have spawned their own internationally competitive companies. Private labels — sometimes called house branding — are a subform of brand management which have their own peculiarities and which, in emerging markets, are racing to catch up to that of the developed world. This chapter provides a brief overview of brand management and private labels in emerging markets. The evolution of private labels in Croatian grocery retailing is then outlined. Finally, the case of Dona Trgovina D.O.O., one of the leading Croatian manufacturers of private grocery labels, is presented.

Keywords: Emerging Markets; Growth; Business Practices; International Business; International Marketing; Developing Country; Transitional Economies (search for similar items in EconPapers)
JEL-codes: I10 (search for similar items in EconPapers)
Date: 2009
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