Retail Branding and Positioning

Zentes, Joachim; Morschett, Dirk; Schramm-Klein, Hanna

doi:10.1007/978-3-8349-6740-4_10

Joachim Zentes⁴,
Dirk Morschett⁵ &
Hanna Schramm-Klein⁶

7603 Accesses
1 Citations

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Author information

Authors and Affiliations

Saarland University, Saarbrücken, Germany
Joachim Zentes (Professor of Marketing and Management)
University of Fribourg, Fribourg, Switzerland
Dirk Morschett (Professor of International Management)
University of Siegen, Siegen, Germany
Hanna Schramm-Klein (Professor of Marketing)

Authors

Joachim Zentes
View author publications
You can also search for this author in PubMed Google Scholar
Dirk Morschett
View author publications
You can also search for this author in PubMed Google Scholar
Hanna Schramm-Klein
View author publications
You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

About this chapter

Cite this chapter

Zentes, J., Morschett, D., Schramm-Klein, H. (2011). Retail Branding and Positioning. In: Strategic Retail Management. Gabler Verlag. https://doi.org/10.1007/978-3-8349-6740-4_10

Download citation

DOI: https://doi.org/10.1007/978-3-8349-6740-4_10
Publisher Name: Gabler Verlag
Print ISBN: 978-3-8349-2536-7
Online ISBN: 978-3-8349-6740-4
eBook Packages: Business and EconomicsBusiness and Management (R0)

Publish with us

Policies and ethics