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Retail Power Plays: From Trading to Brand Leadership (Hardback)
  • Retail Power Plays: From Trading to Brand Leadership (Hardback)
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Retail Power Plays: From Trading to Brand Leadership (Hardback)

(author), (author)
£78.00
Hardback 280 Pages / Published: 24/06/1997
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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 twenty-first 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.

Publisher: Palgrave Macmillan
ISBN: 9780333685273
Number of pages: 280
Weight: 510 g
Dimensions: 216 x 140 x 27 mm


MEDIA 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

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