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Management von Retail Brands und Handelsmarken

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Handbuch Markenführung

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Zusammenfassung

Beim Retail Branding geht es darum, Vertriebskanäle oder Verkaufsstellen des Handels zur Marke zu entwickeln, während Handelsmarken exklusiv von Händlern markierte Produkte sind. In diesem Beitrag werden zunächst die Bedeutung von Retail Brands und von Handelsmarken sowie die zugehörigen Markenarchitekturen erläutert. Im Fokus stehen Studien, die Retail Brands aus Kundensicht adressieren und Treiber (in Branchen/Unternehmen), Wirkungen in unterschiedlichen Kontexten (lokaler/internationaler Wettbewerb) und Interdependenzen analysieren (zu Handelsmarken, zwischen Store und Corporate sowie Offline und Online Retail Brands). Die Komplexität des Markenmanagements im Handel wird veranschaulicht.

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Author information

Authors and Affiliations

  1. Professur für Marketing und Handel, Universität Trier, Trier, Deutschland

    Bernhard Swoboda

  2. Lehrstuhl für Marketing und Handel, Universität Trier, Trier, Deutschland

    Julia Weindel

Authors
  1. Bernhard Swoboda
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  2. Julia Weindel
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Correspondence to Bernhard Swoboda or Julia Weindel .

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Editors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

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© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Swoboda, B., Weindel, J. (2019). Management von Retail Brands und Handelsmarken. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_23

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  • DOI: https://doi.org/10.1007/978-3-658-13342-9_23

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13341-2

  • Online ISBN: 978-3-658-13342-9

  • eBook Packages: Business and Economics (German Language)

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