THE TWO WAYS IN WHICH RETAILERS CAN BE BRANDS

THE TWO WAYS IN WHICH RETAILERS CAN BE BRANDS Retailers, it is said, are behaving as brands. Tests whetherretailers can be considered to be brands by comparing the currentpractices of British retailers against four criteria for a brand whichare developed from the existing literature on branding. The fourcriteria are that the brand should differentiate be capable of aseparate existence command a premium price and offer the customer somepsychic value. Concludes that retail brands not only exist but alsoexist in two forms the more obvious merchandise brands, commonly knownas ownbrand that are now marketed as more than generic commodities andthe less obvious process brand that represents the experience thatretailers provide. Argues that the process brand is purchased with theshoppers time rather than with their money. The process brand has valueto the retailer as it generates customer flow, customer loyalty andhigher expenditure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

THE TWO WAYS IN WHICH RETAILERS CAN BE BRANDS

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/09590559210009312
Publisher site
See Article on Publisher Site

Abstract

Retailers, it is said, are behaving as brands. Tests whetherretailers can be considered to be brands by comparing the currentpractices of British retailers against four criteria for a brand whichare developed from the existing literature on branding. The fourcriteria are that the brand should differentiate be capable of aseparate existence command a premium price and offer the customer somepsychic value. Concludes that retail brands not only exist but alsoexist in two forms the more obvious merchandise brands, commonly knownas ownbrand that are now marketed as more than generic commodities andthe less obvious process brand that represents the experience thatretailers provide. Argues that the process brand is purchased with theshoppers time rather than with their money. The process brand has valueto the retailer as it generates customer flow, customer loyalty andhigher expenditure.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 1, 1992

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