The Retailer Brand and Retailer Brand Management

Jörn Redler ()
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Jörn Redler: Mainz University of Applied Sciences

Chapter Chapter 2 in The Retailer as a Brand, 2025, pp 19-63 from Springer

Abstract: Abstract This chapter introduces the concept of the retailer brand and the C-E-A framework for the development of strong retailer brands. In addition, a structure of the associated management process is provided, and references to the developmental phases of a retailer brand are encompassed.

Date: 2025
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DOI: 10.1007/978-3-658-47070-8_2

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