Retail branding as a value creation process: managerial and research priorities
Abstract
Purpose
The first purpose of this communication is to highlight retailers' current challenges related to branding as a value creation process. The second purpose is to identify existing organizational brakes that may slow down retailer brand building. The final aim is to indicate managerial and research priorities in retail branding.
Design/methodology/approach
The article confronts the conclusions of previous research and the findings of a longitudinal case study conducted with a major French retailer and brand experts between 2004 and 2011.
Findings
The authors identify managerial implications and four research priorities: cultural and organizational change, development and sharing of new capacities, customer behavior knowledge, and development of a strategic retailer brand building model.
Originality/value
The question of creating and sustaining retailer brands in the long term is addressed both from a managerial and academic perspective. The longitudinal case study illustrates how a major European retailer copes with branding issues and creates customer value thanks to its brands.
Keywords
Acknowledgements
Received 11 May 2012. Revised 11 May 2012. Accepted 6 March 2013. The authors thank the Auchan category manager, the loyalty program manager and the brand experts for their help. The authors also thank Bill Merrilees and Ann-Marie Doherty for their comments and suggestions in the 7th Thought Leaders International Conference in Brand Management Conference, Lugano, March 10-12, 2011.
Citation
Mathews-Lefebvre, C. and Dubois, P.-L. (2013), "Retail branding as a value creation process: managerial and research priorities", Journal of Product & Brand Management, Vol. 22 No. 5/6, pp. 384-392. https://doi.org/10.1108/JPBM-05-2012-0136
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited