Brand Development: Commodity Markets and Manufacturer‐Retailer Relationships

Focuses on the case example of one of the leading wallcovering manufacturers in the UK. Explores issues surrounding the development of brands within a commodity‐type market. The research attempted to analyse the factors which affected the decision‐buying process for the consumer, together with the role that the major DIY multiples played in creating and communicating an effective brand identity. The results of the initial research uncover a major deficiency in brand policy within this sector. They also indicate the importance of any branding policy being consistently communicated to the consumer and integrated across the manufacturer and retailer spectrum. Considers the need for alternative management styles in creating and establishing a successful branding strategy.