Retailer Brand Management: Defining the Branding Elements

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

Chapter Chapter 4 in The Retailer as a Brand, 2025, pp 135-172 from Springer

Abstract: Abstract Branding serves to make an offer stand out from the mass of similar offers and to facilitate the identification of that offer. This chapter is an introduction to the requirements and the specifics and needs of managing brand elements for retailer brands.

Date: 2025
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DOI: 10.1007/978-3-658-47070-8_4

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