Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000003945759 | HD69.B7 W54 1997 | Open Access Book | Book | Searching... |
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Summary
Summary
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.
Reviews 1
Choice Review
Strategy consultants to the boards of major retail corporations in America, Europe, and Japan, the authors believe that building strong retail brands is the biggest opportunity and challenge facing retailers entering the new century. They focus on the principles and strategy of retail brand-building rather than on the detail of implementation and day-to-day operational management. Internationalization of retailing and the potential growth of interactive home shopping, or the virtual mall, are significant strategic issues. The book is organized in five parts: "The Context"; "Brand Building Strategies in Four Retail Sectors" (repertoire retailing, proximity retailing, category killers, grocery retailing); "Managing Retail Brands"; "Different Perspectives"; "Looking Forward." There is a summary for each part, as well as an overall summary and conclusion. Included are 15 case studies across countries and retail sectors, and 68 easy-to-read statistical and graphic exhibits. The book is drawn largely from the authors' experiences, supplemented by interviews with US and European CEOs and senior managers, as well as research into companies and market sectors. A useful companion book to Frederick Newell's The New Rules of Marketing (CH, Dec'97). Lower-division undergraduate through professional collections. R. R. Attinson; CUNY College of Staten Island
