A guide to excellence in retail brand management

Traditionally, Branding has not been a top priority for most retail CEOs. Leading retailers are starting to discover their brands as a potential source of competitive advantace. Typically, this leads them to ask two types of question: (a) How do consumers perceive our stores and our brands?; (b) How can we use brand management to improve our business performance? A structured approach provides answers to these questions, with a applied theoretical approach that has been successuflly applied in retail, as well as in other industries, analyzing fundamental steps in the brand funnel and of positioning and image.