2020 | OriginalPaper | Chapter
Perceived Consistency of the Retailers’ Marketing Instruments is the Key to Create a Strong Retail Brand
Author : Frank Hälsig
Published in: Forum Markenforschung 2018
Publisher: Springer Fachmedien Wiesbaden
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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.