In modern business, brands are qualified as an instrument and indicator of a company's business on the market. Trade or private brands are an important category both at the level of microeconomics because they directly show the business success of rhe company that owns them, and microeconomics because the business of the company is connected with other participants such as banks, customers, suppliers, marketing intermediaries, investors, etc. They have been on the market for many years. The goal of the work is to understand the importance of the marketing strategy of trade brands and their contribution to development at the level of commercial enterprises. The subject analysis in the paper will include the concept and state of trade brands and their application in practice. The results of the empirical research will be presented through a comparative analysis of the business of trade brands in developed and less developed markets, as well as an analysis and comparison of the retail sector of the economy.

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