Retail Power Plays: From Trading to Brand Leadership

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When we think of brands, we think of "producer brands' such as Coca-Cola or Marlboro. In Retail Power Plays, Andrew Wileman and Michael Jary examine what they see as the biggest challenge, and the biggest opportunity, facing retailers in the U.S. and Europe; the development of strong "retail brands." They analyze the battle between retail and producer brand power, suggesting that the retail brands are now catching up, and put forward strategies and implementation programs to help brand managers build and sustain ...
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Overview

When we think of brands, we think of "producer brands' such as Coca-Cola or Marlboro. In Retail Power Plays, Andrew Wileman and Michael Jary examine what they see as the biggest challenge, and the biggest opportunity, facing retailers in the U.S. and Europe; the development of strong "retail brands." They analyze the battle between retail and producer brand power, suggesting that the retail brands are now catching up, and put forward strategies and implementation programs to help brand managers build and sustain their brands in response to these dramatic changes.
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Editorial Reviews

Booknews
Describing the development of "retail brands" as the biggest challenge and opportunity facing retailers, this volume sets out the basics of retail brand management, including organizational structure and its effects. Also assessed is the potential impact of retail brand power on producer brands, how producers should respond, and the global and interactive future of retailing. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780814793312
  • Publisher: New York University Press
  • Publication date: 8/1/1997
  • Pages: 256
  • Product dimensions: 6.39 (w) x 9.48 (h) x 1.21 (d)

Meet the Author

Andrew Wileman is a strategy for OC&C Strategy Consultants in London. He won the Outstanding Article of the Year Award for his publication in the International Journal of Retail and Distribution.

Michael Jary, also with OC&C, has consulted with many retailers across the U.S. and Europe.

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Table of Contents

List of Exhibits
List of Case Studies
List of Plates
Preface
Introduction: From Trading to Brand Leadership
1 The Growth of Retail Power and the Brand-building Challenge
2 Are Retail Brands Different from Producer Brands?
3 Repertoire Retailing: Fashion and Home Lifestyle
4 Proximity Retailing
5 Category Killers
6 Grocery Retailing
7 Managing Multiplicity: The Detail in Retail
8 Organising for Retail Brand Management
9 Investing in Store Brands
10 Investing in the Brand-Customer Relationship
11 Investing in Brand Integrity
12 The Financial Services Supermarket
13 The Producer Perspective: Partnerships and Paranoia
14 Retailing Without Frontiers
15 Multi-business Retailing: Sum and Parts
16 Home Shopping: From Mail Order to the Virtual Mall
Summary and Conclusion
Index
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