Store brand

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A store brand (English also retailer brand, retailer as a brand or retail brand) describes the branding phenomenon at the level of shopping facilities. The associated store brand management is a specialty of brand management with close links to retail marketing .

According to the common understanding, a brand is understood as the entirety of the associations learned about a brand name (effect-based, behavioral definition). The brand is therefore a mental appearance that, in addition to factual, also represents emotional, assessment-related and non-verbal content. In contrast, for example, to brand definitions that are derived from the concept of branded goods or brand law , the brand here is a psychological phenomenon that manifests itself decentrally in the inner worlds of the members of the addressee groups. Store brand management is based on this understanding.

The store brand concept is not limited to B-to-C retail, but also includes issues relating to B-to-B retail. Redler developed the KVA framework model for the basic context. The design of communication at the point of purchase (with the important channels online shop, shop, catalog) plays a special role in the management of store brands .

The term Storebrand is partly for private label (private label brands) are used.

Individual evidence

  1. ↑ Morschett, D .: Conceptualization and operationalization of the brand value of shopping facilities . In: Marketing ZFP . tape 24 , no. 4 , p. 277-292 .
  2. ↑ Redler, J: Point-of-Purchase Communication - Concept, target fields and meaning for store brands . In: Transfer - Advertising Research and Practice . tape 63 , no. 2 , p. 16-22 .
  3. ↑ Redler, J .: The Store Brand . SpringerGabler, Wiesbaden, p. 29 .
  4. ^ Keller, KL: Strategic Brand Management . Pearson, Upper Saddle River.
  5. ↑ Esch, F.-R .: Strategy and Technology of Brand Management . Vahlen, Munich.
  6. ↑ de Chernatony, L .: Categorizing brands: Evolutionary processes underpinned by two key dimensions . In: Journal of Marketing Management . tape 9 , no. 2 , p. 173-188 .
  7. ↑ Redler, J .: The Store Brand . SpringerGabler, Wiesbaden, p. 23 ff .
  8. ↑ Redler, J .: The Store Brand . SpringerGabler, Wiesbaden, p. 64 ff .
  9. ↑ Redler, J .: Point-of-Purchase Communication - Concept, target fields and meaning for store brands . In: Transfer - Advertising Research & Practice . tape 63 , no. 2 . 16-22.
  10. ^ Raju, JS, Sethuraman, R., Dhar, SK: The introduction and performance of store brands . In: Management Science . tape 41 , no. 4 , p. 957-978 .