The thesis deals with the phenomenon of retail chains´ private labels and their specifics. The aim is to determine which retailers occupy the leading position on the private brand food market and through qualitative research eventually define whether there is a difference in the quality of comparable private brands that are currently being offered by the retail chains. The theoretical part of the thesis deals with the definition of the brand concept, its functions and specifics and on the general concept of private brand market. I also characterize the retail market in the Czech Republic and its own brands among the retail chains.