Investing in the Brand-Customer Relationship

Andrew Wileman and Michael Jary

Chapter 10 in Retail Power Plays: From Trading to Brand Leadership, 1997, pp 153-167 from Palgrave Macmillan

Abstract: Abstract After investment in quality store brand development, the next most important and effective brand investment a retailer can make is in building the brand-customer relationship. Mass marketing, as with producer brands, can and is used to communicate and position the brand with consumers; but retailers have a greater capacity than producers to use an even more powerful tool, namely the building of direct customer relationships.

Keywords: Producer Brand; Individual Customer; Brand Personality; Sales Performance; Brand Awareness (search for similar items in EconPapers)
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14378-8_11

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DOI: 10.1007/978-1-349-14378-8_11

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