From Trading to Brand Leadership
Buch, Englisch, 280 Seiten, Format (B × H): 164 mm x 242 mm, Gewicht: 595 g
ISBN: 978-0-333-68527-3
Verlag: Palgrave MacMillan UK
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.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
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
