Over the years, retailer brands have evolved so much that today in the minds of consumers and on the market they enjoy the same status in terms of quality as well-known, global brands. Moreover, it can be said that today more and more retailers are investing in the development of their own brands because through them they create a certain image on the market and establish a relationship with consumers. The subject of the thesis is the retailer brand as a brand. The objectives of the thesis are as follows: to explain the importance of the retailer brand as a brand for the trader and to investigate the consumer's perception of the retailer brand K Plus from the trader KONZUM plus d.o.o. Making a brand out of a retailer brand is not easy, but by producing quality products, carrying out promotional activities for the retailer brand and continuous communication with consumers, traders can use their own retailer brands to develop their business, be more competitive on the market and greatly increase their profits. The conducted research indicated that consumers often and willingly buy brand products, that the retailer brand they most often buy is K Plus, and that they perceive it as high quality and reasonably priced. After the conducted research, it was concluded that retailer brands, thanks to the efforts of traders, became a brand. A brand by which consumers recognize retailers and with which they associate retailers. Certain retailers today have such strong retailer brands, that is, they have built such strong brands from their brands that consumers do not even think about buying products from other manufacturers, and the reason for this is that they have convinced themselves of the quality of the retailers brand's products and remain loyal to the retailers brand regardless of other manufacturer's products on the market.