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Are Retail Brands Different from Producer Brands?

In: Retail Power Plays: From Trading to Brand Leadership

Author

Listed:
  • Andrew Wileman
  • Michael Jary

Abstract

We can see today that strong brands can be established in retailing. Internationally, many examples exist in repertoire and service retailing. The UK gives us examples of strong brands in the grocery sector. Examples in the proximity and category killer sectors are harder to find, but we can point to Boots in the UK and Decathlon in France. Retail brands clearly can become ‘The Real Thing’.

Suggested Citation

  • Andrew Wileman & Michael Jary, 1997. "Are Retail Brands Different from Producer Brands?," Palgrave Macmillan Books, in: Retail Power Plays: From Trading to Brand Leadership, chapter 2, pages 33-52, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14378-8_3
    DOI: 10.1007/978-1-349-14378-8_3
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