The Retailer as a Brand: Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands

This book covers the principles and action areas of store brand management, which aims to establish retail locations as strong brands.The author explains key concepts, outlines central challenges, and addresses the specific approaches for both strategic and operational brand management in retail.The main focus is on communication at the point of purchase.The content is theoretically grounded and includes many structuring aids, considering both brick-and-mortar and online retail.Perspectives from both business-to-customer (B2C) and business-to-business (B2B) trade are integrated.The clear presentation of complex relationships, with numerous illustrations, provides valuable insights for practical work in retail companies and facilitates students' access to the subject matter.In the second edition, the content has been updated to reflect new developments and research findings.Current examples have been added. "Finally, a book that conceptually examines the store brand and shows why retail