Overview

How can retail brand power be built and maintained? What are the implications of this for 'producer brands' like Coca-Cola? How will retailing look in the 21st century? This book sets out strategies and implementation programmes for building strong brands in retailing, to create competitive differentiation and superior financial returns. It begins with an analysis of how retail and 'own label' brands have leap-frogged traditional producer brands. The authors argue that this is changing the consumer goods industry. To meet these new challenges, the book sets out action plans and examines branding strategies in a number of different market sectors. It also uses analysis and case-studies from around the world, particularly the USA, Europe and Japan.

Full Product Details

Author:   Michael Jary ,  Andrew Wileman
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 14.00cm , Height: 2.70cm , Length: 21.60cm
Weight:   0.510kg
ISBN:  

9780333685273

ISBN 10:   033368527
Pages:   280
Publication Date:   24 June 1997
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

THE GROWTH OF RETAIL POWER - Retail Value Chain Power and its Limits - Retail Brand Power: The Next Challenge - RETAIL BRAND STRATEGIES - Applying Core Marketing Concepts: Segmentation and Differentiation - Repertoire Retailers - Proximity Retailers - Category Killers - Grocery - Services - INVESTMENT IN BRAND VALUE - Store Brands and Private Label - The Supply Chain and Supplier Relationships - Direct Customer Relationships - Mass Marketing - The Four Pillars: Store, Range, Price and Services - Brand Integrity and a Brand Culture - FROM TRADING TO BRAND MANAGEMENT: MAKING THE CHANGE - Leadership: The Roles of the CEO and Senior Management - Developing the Change Programme - Brand Management in Place: Organisation, Skills, Processes, Systems - Problems and Conflicts - WIDER HORIZONS - Brand Growth: Push, Pull and Stretch - Making Retail Brands International - Retail Diversification - The Producer Perspective - LOOKING FORWARD - Retail Brands and Shareholder Value Creation - Retailing in the 21st Century: Global Retailers and Interactive Consumers - The Future for Retail Brand Power

Reviews

'How far can retailers go in developing and exploiting their own brands? According to a new book, the potential is already a reality in the UK.' - Stephen Foster, Analysis

'How far can retailers go in developing and exploiting their own brands? According to a new book, the potential is already a reality in the UK.' - Stephen Foster, Analysis

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