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Retail Branding and Positioning

  • Joachim Zentes
  • Dirk Morschett
  • Hanna Schramm-Klein

Abstract

The purpose of this Chapter is to explain the concept of retail branding and the advantages of establishing and strengthening the retail brand. The brand architecture of retailers, approaches to measuring brand equity, the concept of brand positioning and principles of successful retail brand management are discussed.

Keywords

Brand Equity Online Shop Brand Image Store Brand Strong Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Joachim Zentes
    • 1
  • Dirk Morschett
    • 2
  • Hanna Schramm-Klein
    • 3
  1. 1.Saarland UniversitySaarbrückenGermany
  2. 2.University of FribourgFribourgSwitzerland
  3. 3.University of SiegenSiegenGermany

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