Abstract
This chapter will explain the concept of retail branding and the advantages of establishing and strengthening a retail brand. The chapter also discusses different retail brand architectures, approaches to measuring brand equity, the concept of brand positioning and principles of successful retail brand management.
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Notes
- 1.
As well as the explicitly cited sources, this case study uses the Trader Joe’s website.
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Zentes, J., Morschett, D., Schramm-Klein, H. (2017). Retail Branding and Positioning. In: Strategic Retail Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10183-1_9
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