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Citation

Burt S & Sparks L (2016) Retail Branding. In: Dall'Olmo Riley F, Singh J & Blankson C (eds.) Routledge Companion to Contemporary Brand Management. Routledge Companions in Business, Management and Marketing. London: Routledge, pp. 492-508. https://www.routledge.com/The-Routledge-Companion-to-Contemporary-Brand-Management/Riley-Singh-Blankson/p/book/9780415747905

Abstract
Retailers, in their constant battle to attract consumer attention and spending, seek to answer one question: how do I get the consumer to notice and patronize my business? One component of any answer is branding. For Richardson, Dick and Jain (1994), retailers have a simple choice: They can view themselves either as passive distributors of manufacturers’ brands or as active marketers of their own proprietary store brands. The former strategy has been the prevalent one adopted by American retailers . . . The problem with this strategy is obvious: chains become little more than warehouses for manufacturers’ products.