Retail Branding and Positioning


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.


Target Group Price Level Quality Level Ideal Point Market Activity 
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Further Reading

  1. AAKER, D. (1996): Building Strong Brands, New York et al.Google Scholar
  2. MORSCHETT, D.; SWOBODA, B.; SCHRAMM-KLEIN, H. (2006): Competitive Strategies in Retailing: An Investigation of the Applicability of Porter’s Framework for Food Retailers, in: Journal of Retailing and Consumer Services, Vol. 13, No. 4, pp. 275–287.CrossRefGoogle Scholar
  3. WILEMAN, A.; JARY, M. (1997): Retail Power Plays: From Trading to Brand Leadership, New York.Google Scholar

Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007

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