Branding — the Retailer’s Viewpoint

Terry Leahy

Chapter 11 in Branding: A Key Marketing Tool, 1992, pp 116-124 from Palgrave Macmillan

Abstract: Abstract I recently shared a lift with a senior sales executive of a major British food manufacturer. He had just emerged from my company’s buying office with the news that one of his major brands, a household name, was being dropped. During the awkward silence that these short journeys seem to produce, his expression was an odd mixture of suppressed rage and a plea for understanding.

Keywords: Store Brand; Brand Strategy; Brand Strength; Profitable Growth; International Brand (search for similar items in EconPapers)
Date: 1992
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-12628-6_11

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DOI: 10.1007/978-1-349-12628-6_11

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