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Perceived Consistency of the Retailers’ Marketing Instruments is the Key to Create a Strong Retail Brand

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Forum Markenforschung 2018

Zusammenfassung

Among the top 30 of the Interbrand Best Global Brands Ranking are H&M, Zara, and Ikea (Interbrand 2017). Also, the ranking of BrandZ Top 100 Global Brands shows similar tendencies, e.g. Home Depot and Alibaba Group are among the top 30 (BrandZ 2017). That clarifies the importance of retail branding, and shows that retail brands can keep up with manufacturers’ brands.

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Author information

Authors and Affiliations

  1. htw Saar – Hochschule für Technik und Wirtschaft des Saarlandes, Saarbrücken, Deutschland

    Frank Hälsig

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  1. Frank Hälsig
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Correspondence to Frank Hälsig .

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Editors and Affiliations

  1. Hochschule Koblenz, Koblenz, Rheinland-Pfalz, Germany

    Holger J. Schmidt

  2. Hochschule für Wirtschaft und Recht Berlin, Berlin, Berlin, Germany

    Carsten Baumgarth

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© 2020 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Hälsig, F. (2020). Perceived Consistency of the Retailers’ Marketing Instruments is the Key to Create a Strong Retail Brand. In: Schmidt, H., Baumgarth, C. (eds) Forum Markenforschung 2018. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29127-3_3

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  • DOI: https://doi.org/10.1007/978-3-658-29127-3_3

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-658-29127-3

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