Retail power plays

from trading to brand leadership : strategies for building retail brand value

de Andrew Wileman · Publicada por primera vez en 1997

When we think of brands, we think of "producer brands" such as Coca-Cola or Marlboro. In Retail Power Plays, Andrew Wileman and Michael Jary examine what they see as the biggest challenge, and the biggest opportunity, facing retailers in the U.S. and Europe: the development of strong "retail brands." They analyze the battle between retail and producer brand power, suggesting that the retail brands are now catching up, and put forward strategies and implementation programs to help brand managers build and sustain their brands in response to these dramatic changes.