The Retailer as a Brand
Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands
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Beschreibung
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.
This book covers the principles and action areas of store brand management, which aims to establish retail locations as strong brands. The author explains key concepts, outlines central challenges, and addresses the specific approaches for both strategic and operational brand management in retail. The main focus is on communication at the point of purchase. The content is theoretically grounded and includes many structuring aids, considering both brick-and-mortar and online retail. Perspectives from both business-to-customer (B2C) and business-to-business (B2B) trade are integrated. The clear presentation of complex relationships, with numerous illustrations, provides valuable insights for practical work in retail companies and facilitates students' access to the subject matter. In the second edition, the content has been updated to reflect new developments and research findings. Current examples have been added.
"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 established brand management concepts, but also discusses practical blueprints for the strategic and implementation 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
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.
It addresses the specific approaches for both strategic and operational brand management in retail It considers both brick-and-mortar retail and online retail A particular focus of the considerations is on communication at the point of purchase
Autor*in
Jörn Redler
Themen in »The Retailer as a Brand«
Retail branding Corporate Retail Branding Trade marketing International store brands Brand management in retail Shopper marketing Store branding