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
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'How far can retailers go in developing and exploiting their own brands? According to a new book, the potential is already a reality in the UK.' - Stephen Foster, Analysis
--This text refers to an out of print or unavailable edition of this title.
About 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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Most Helpful Customer Reviews
6 of 8 people found the following review helpful:
4.0 out of 5 stars
Great for Retailers wanting to gain competitive advantage!,
By VJ (United States) - See all my reviews
This review is from: Retail Power Plays: From Trading to Brand Leadership (Hardcover)
Found book very insightful for any retailer or producer who wants to better understand retail branding. It goes thru the hows, whys, and implications of retail branding. If a retailer wants to gain a significant competitive advantage - Read this book! Great for producers looking at retail distribution issues as they relate to their products and brand image. Good case studies; although some were for European retailers, many were US companies.
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