Dealer brand
A retail brand (retail brand) is opposed to a commercial or private label the brand name of a commercial enterprise as a whole and the products sold by it. A dealer brand is created when the name of the dealer is more important than that of the products and manufacturers they sell.
definition
The term dealer brand is differentiated from that of the private label or private label in that the latter only refers to individual products or product groups within the range of a trading company, but a dealer brand stands for the dealer as a whole. The dealer sells private labels, but is himself a dealer brand. Occasionally, in the scientific literature each brand registered dealer's name as a retail brand called, distinguishing in strong and weak private label; In practice, however, only the strong ones are actually perceived as retail brands.
function
A dealer brand is characterized by the fact that the customer sees the dealer himself as the guarantor of the quality of the products sold there and rewards this with high customer loyalty, replaces the brand loyalty to individual products and thus enables the dealer to offer a reduced range.
The most famous retail brands
Source: Millward Brown BrandZ Ranking 2018
literature
- Dirk Morschett: Retail Branding and Integrated Retail Marketing: A behavioral and competitive strategy analysis . Deutscher Universitäts-Verlag, 2002, ISBN 3-8244-7576-6 .
Individual evidence
- ↑ a b c d e f Thomas Roeb: Retail brand . In: The new lexicon of business administration . Walter de Gruyter, 2008, ISBN 978-3-486-84368-2 , p. 546 ff . ( limited preview in Google Book search).
- ↑ a b c Brand value: Aldi remains the most valuable retail brand in Germany. Retrieved December 4, 2018 .