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2017 | OriginalPaper | Buchkapitel

9. Retail Branding and Positioning

verfasst von : Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

Erschienen in: Strategic Retail Management

Verlag: Springer Fachmedien Wiesbaden

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Abstract

This chapter will explain the concept of retail branding and the advantages of establishing and strengthening a retail brand. The chapter also discusses different retail brand architectures, approaches to measuring brand equity, the concept of brand positioning and principles of successful retail brand management.

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Vorheriges Kapitel The Internationalisation of Retailing

Nächstes Kapitel Corporate Social Responsibility

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Titel: Retail Branding and Positioning
verfasst von: Joachim Zentes
Dirk Morschett
Hanna Schramm-Klein
Verlag: Springer Fachmedien Wiesbaden
Buch: Strategic Retail Management
Print ISBN: 978-3-658-10182-4

Electronic ISBN: 978-3-658-10183-1

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-658-10183-1_9