Examining the evolution of retail branding, this book highlights how retail and 'own label' brands have surpassed traditional producer brands like Coca-Cola, reshaping the consumer goods landscape. It offers actionable strategies and implementation programs aimed at fostering strong retail brands for competitive advantage and enhanced financial performance. Through global case studies, particularly from the USA, Europe, and Japan, the authors provide insights into branding strategies across various market sectors, addressing the future of retailing in the twenty-first century.
