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The strategic role of retail brands in British grocery retailing

Steve Burt (Institute for Retail Studies, University of Stirling, Scotland, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2000

20957

Abstract

Assesses the evolution of retail brands within British grocery retailing over the past 25 years. Highlights key issues in defining retail brands which contribute to our understanding of their role and impact upon company strategy, and then explores how British retailers have managed the evolution of these product ranges. Identifies key factors as the changing basis and use of retail power in the distribution channel, the centralisation of management activities, and the appreciation of what constitutes retail image. Argues that British grocery retailers have successfully managed these factors to create a retail brand which is now regarded by customers as being at least equal to, if not better than, the established manufacturer brands.

Keywords

Citation

Burt, S. (2000), "The strategic role of retail brands in British grocery retailing", European Journal of Marketing, Vol. 34 No. 8, pp. 875-890. https://doi.org/10.1108/03090560010331351

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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