Private labels have a significant role in retail chains, since they have the ability to counter stereotypes about their consumers as lower income, price sensitive individuals. Nowadays, when private label users are consumers of a different spectrum of purchasing power seeking a higher quality alternative brand, the importance of private labels can also be observed from their impact on the chain. Research to date has shown the image of the retail chain and the quality of service, acting positively on consumer perceptions of the private label. Since most of the research has focused on this relationship, this paper looks in the opposite relationship – the role that private labels have in building the image of the retail chain. The results showed that the transfer of private label image to the retailer brand relies on three dimensions - price, which includes the price level and value the consumer gets for the money, then the supply dimension related to the breadth of the product range, product quality and packaging, and a value dimension that includes care for the environment, protection of consumer interests, commitment to sustainable development, consumer closeness, and appropriateness. Retail management therefore needs to be cautious about managing a private brand so as not to produce negative consequences for its own retail chain.