Store Brand Management: Strategic Core Tasks

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

Chapter Chapter 3 in The Retailer as a Brand, 2025, pp 65-133 from Springer

Abstract: Abstract The starting point for strategic brand management in retail is the thorough analysis of relevant internal and external factors. This chapter outlines the levels of action for analyzing one’s own brand and resources, as well as the supplier and market side, plus the competitive arena as a basis for brand decisions.

Date: 2025
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DOI: 10.1007/978-3-658-47070-8_3

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