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Customers and the true nature of the retail brand

In: Retail Therapy

Author

Listed:
  • Rob Jones
  • Dan Murphy

Abstract

Have you every tried to define ‘retail brand’ for yourself? I’m calling it a retail brand (like Wal-Mart) to distinguish it from a product brand (like Coke). Once upon a time, retail brands were nothing more than the owner’s name over the door and maybe a description of the products – Olsen’s Mercantile, for instance. Retail has advanced enormously since then and so have brands. This chapter is about what they’ve become. First of all we’re going to look at how modern retail brands came about. Then we’re going to zip back and think about why they’re even possible, why they work. That will enable us to finish the chapter with some thoughts about what we’re doing wrong (without realising it). The function of a product brand is to sit half way between the product and the customer, to intermediate, to sum up and package the product. Retail brands sit half way between the stores and the customer.

Suggested Citation

  • Rob Jones & Dan Murphy, 2003. "Customers and the true nature of the retail brand," Palgrave Macmillan Books, in: Retail Therapy, chapter 0, pages 68-98, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-1451-4_5
    DOI: 10.1057/9781403914514_5
    as

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