Of all the market categories, retail offers the broadest canvasfor any brand to show its true colours. From the understanding of a market thatgives birth to a strategy. From the creation of environments, to the engagementof the people that bring the brand to life. To the supply of product that putsthe brand into the consumers hand. Retail really does have it all.


So howdo retail brands create their value?

Whatlessons can we learn from the leaders?

Howshould retailers create and manage strong brands?

How canretailers change the world in which they operate?


Given below is the Report "Top Performing Retail Brands2008" (Courtesy: Interbrand; UK)


Brand as a Value Generator


Retailers come in all sorts of shapes and sizes. Standing backfrom the total retail market, we have identified three broad models.


1) The Aggregator


These are brands that are primarily providers of manufacturerchoice, environment and price to mass consumers. Examples would include Tesco,Carrefour, Auchan and ASDA.


2) Branded Own Label


These are brands that are primarily providers of a private labelproposition, environment and price. Examples would be Zara, Marks &Spencer, Mango and Aldi.


3) Product Brands


These are brands that are primarily providers of a private-labelproposition with the majority of their product being distributed through thirdparty retail brands. Examples would include Adidas, Sony, Levis, Burberry.


The present study focuses on models 1 and 2; it is looking atbrands as retailers, first and foremost. These are the brands that becomevaluable through the successful management and combination of any progressive retailersfavourite subjects; finance, environment, and increasingly, brand. We haveexcluded luxury brands from this report. Whilst our work with luxury brands inour Best Global Brands study shows that they provide many fascinating insights,we felt that this report should focus on brands that see retail as their corebusiness, rather than a channel.


Luxury brands tend to distribute through numerous stores andthis led us to a working definition of retailers that have full control oftheir shopping environments. This allows us to see the retail brand as theprimary magnet that draws shoppers to the store.



ReadFull Report





Originallypublished in New Cloth Market; June 2009