{"id":37225,"date":"2023-08-08T16:59:11","date_gmt":"2023-08-08T14:59:11","guid":{"rendered":"https:\/\/optimix-software.com\/glossaire\/pl-eigenmarke\/"},"modified":"2026-10-23T10:11:29","modified_gmt":"2026-10-23T08:11:29","slug":"pl-eigenmarke","status":"publish","type":"glossaire","link":"https:\/\/optimix-software.com\/de\/glossar\/pl-eigenmarke\/","title":{"rendered":"MDD &#8211; Distributor Brand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp\" alt=\"mdd-defis-grande-distribution\" class=\"wp-image-23523\" style=\"width:505px;height:auto\" srcset=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp 1600w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-600x338.webp 600w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-768x432.webp 768w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-1536x864.webp 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n<h2 id=\"h-qu-est-ce-qu-une-marque-de-distributeur-mdd\" class=\"wp-block-heading\">Was ist eine Handelsmarke?<\/h2>\n\n<p class=\"wp-block-paragraph\">Die <strong><a href=\"https:\/\/optimix-software.com\/de\/blog\/preisgestaltung\/eigenmarken-mdd-definition-arten-und-funktionsweise\/\">Eigenmarken (EM)<\/a><\/strong> nehmen heute im Einzelhandel und im Gro\u00dfhandel eine zentrale Rolle ein. Sie bezeichnen Produkte oder Sortimente, die unter einer Marke der jeweiligen Handelskette und nicht unter der des Herstellers vermarktet werden. Im Gegensatz zu nationalen Marken werden Eigenmarken so entwickelt, dass sie direkt der Gesch\u00e4ftsstrategie des Einzelh\u00e4ndlers entsprechen, der somit mehr Kontrolle \u00fcber deren Positionierung, Sortiment, Preispolitik und Markteinf\u00fchrung hat. Diese Kontrolle erm\u00f6glicht es den Handelsketten, Kosten, Margen und die Differenzierung ihres Angebots gezielter zu steuern.     <\/p>\n\n<p class=\"wp-block-paragraph\">Eigenmarken, die lange Zeit vor allem als kosteng\u00fcnstigere Alternative zu nationalen Marken galten, haben sich somit zu einem <strong>echten strategischen Hebel<\/strong> entwickelt, der es dem Einzelhandel erm\u00f6glicht, seine Wettbewerbsf\u00e4higkeit zu st\u00e4rken, eigene Wertversprechen zu entwickeln und sein Angebot besser an die Erwartungen der Verbraucher anzupassen. Ihre Weiterentwicklung erfordert jedoch eine enge Abstimmung der Aspekte Preisgestaltung, Sortiment und <a href=\"https:\/\/optimix-software.com\/de\/blog\/preisgestaltung\/eigenmarken-der-schluessel-zur-anpassung-an-neue-herausforderungen-im-einzelhandel\/\"> <\/a>HANDELSMARKEN<\/p>\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<center>\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-212642236615\" style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"212642236615\">\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJgXfdoYMivLtbDje%2F88OnyJzHyvPQvbM%2FfVcWWph0Eztw7LF%2BraMppO3RYXNezjCP5EhxR2ygQ%2F7pMDrmzscCEAWp0klpdNe5dcg%2F1jiO8E6U%3D&#038;webInteractiveContentId=212642236615&#038;portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"Logo optimix 2025 wei\u00df Website Kopie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-212642236615.png\" style=\"height: 100%; width: 100%; object-fit: fill\" onerror=\"this.style.display='none'\"\/>\n  <\/a>\n<\/div><\/center>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"template":"","alphabet":[],"class_list":["post-37225","glossaire","type-glossaire","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>MDD - Distributor Brand - Optimix Solutions<\/title>\n<meta name=\"description\" content=\"Entdecken Sie die Definition von Handelsmarken, einer Strategie, bei der Einzelh\u00e4ndler Produkte entwickeln und verkaufen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/optimix-software.com\/de\/glossar\/pl-eigenmarke\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MDD - Distributor Brand\" \/>\n<meta property=\"og:description\" content=\"Entdecken Sie die Definition von Handelsmarken, einer Strategie, bei der Einzelh\u00e4ndler Produkte entwickeln und verkaufen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/optimix-software.com\/de\/glossar\/pl-eigenmarke\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimix Solutions\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-23T08:11:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data1\" content=\"1\u00a0Minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/\",\"url\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/\",\"name\":\"MDD - Distributor Brand - Optimix Solutions\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\",\"datePublished\":\"2023-08-08T14:59:11+00:00\",\"dateModified\":\"2026-10-23T08:11:29+00:00\",\"description\":\"Entdecken Sie die Definition von Handelsmarken, einer Strategie, bei der Einzelh\u00e4ndler Produkte entwickeln und verkaufen.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/#primaryimage\",\"url\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\",\"contentUrl\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/pl-eigenmarke\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Glossaire\",\"item\":\"https:\\\/\\\/optimix-software.com\\\/de\\\/glossar\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"MDD &#8211; 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