Companies strive to build a brand because brands are a means of recognition in the market, a source of competitive advantage and revenue in the market, a means of communication with consumers in the market and an indicator of value and quality that their products/services represent to consumers. One of the ways vendors can build their own brand is through their own private vendor brands. Private vendor brands are a fast growing trend that is not fleeting. Consumers have found everything they need in private vendor brands - products that meet their needs and desires and at the same time manage to save their money. Through private vendor brands, vendors sell products that have added value for consumers. Under the private vendor brands, consumers today can find a large number of products that can be qualitatively measured with the products of well-known world brands, but they are significantly lower in price and thus more acceptable to a larger number of consumers. Private vendor brands have advanced so much today that retailers have them in a large number of categories and they are treated as brands that have been present on the market for years. Consumers today recognize vendors by their brands. Through their own private vendor brand, retailers simultaneously build their own identity. That’s why it’s important for retailers to develop and follow their own private vendor brand building and brand management program. By creating a brand through their own private vendor brand, retailers become recognizable in the market, attract new consumers and make connections with existing consumers. This increases their profits, which means that they have more resources for marketing activities and the introduction of new products in the range of their private vendor brand.