The Retailer as a Brand

This book explores the principles and practice of store brand management, which aims to establish retail locations as strong brands. It explains key concepts, outlines relevant objectives and discusses specific approaches to both strategic and operational brand management in retail. The main focus is on point-of-purchase communication, for which a holistic framework is provided. The content is based on a robust theoretical basis and incorporates many structuring aids, taking into account both traditional brick-and-mortar and the increasingly prevalent online retail landscape. The lucid presentation of often intricate relationships, supported by a rich array of illustrations, offers valuable insights for practical work in retail companies and provides students with a comprehensive understanding of the subject matter. "Finally, a book that conceptually examines the store brand and shows why retail locations should be understood as brands, and how they can be built and managed. Redler presents the theoretical connections to the established concepts of brand management, but also discusses practical blueprints for the strategic and implementation-related challenges faced by store managers. He considers the connection between brick-and-mortar and virtual retail and addresses aspects of both B2C and B2B commerce." Dr. Saskia Diehl, Managing Director, GMK Brand Consulting, Cologne, Germany. The Author Dr. Jörn Redler is a Full Professor of Marketing at Mainz University of Applied Sciences, Germany, where he teaches branding, consumer psychology and communications to undergraduates and postgraduates. His research focuses on retail communication and paradigms in brand management. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.