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Summary Over the past few decades, private label brands have been gaining market share in numerous retail outlets. This paper first elucidates the concepts of brand positioning, brand management and branding itself. The term brand has been used as a means of identifying the same or similar products or services present in the market. The private label brand is a quality tool providing competitive advantage under modern market conditions. The influence of the basic attributes which, knowingly or not, shape the private brands of local cheeses will be emphasized, as well as the influence of other factors affecting the brand positioning. The purpose of this paper is to highlight the role, importance and concept of private label brands in cheese production, which improve the competitive position of cheese producers.

Positioning of Private Label Cheese Brands in the Republic of Serbia