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Article in Journal ()

The Strategic Role of Retail Brands in British Grocery Retailing

Citation
Burt S (2000) The Strategic Role of Retail Brands in British Grocery Retailing, European Journal of Marketing, 34 (8), pp. 875-890.

Abstract
Assesses the evolution of retail brands within British grocery retailing over the past 25 years. Highlights key issues in defining retail brands which contribute to our understanding of their role and impact upon company strategy, and then explores how British retailers have managed the evolution of these product ranges. Identifies key factors as the changing basis and use of retail power in the distribution channel, the centralisation of management activities, and the appreciation of what constitutes retail image. Argues that British grocery retailers have successfully managed these factors to create a retail brand which is now regarded by customers as being at least equal to, if not better than, the established manufacturer brands.

Keywords
Brands; Grocery industry; Retailing; United Kingdom

StatusPublished
AuthorsBurt Steven
Publication date08/2000
PublisherEmerald Group Publishing
ISSN 0309-0566
LanguageEnglish

Journal
European Journal of Marketing: Volume 34, Issue 8

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