Creation of Retailer Brand Equity - Focus on Indian Retail

Abstract

Although many important branding principles apply, retailer brands are sufficiently different from product brands and hence the application of the branding principles can vary. Retailer brands are typically more multi-sensory in nature than product brands and can rely on rich consumer experiences to impact their equity. This article tries to study the different aspects of retailer brand creation through literature survey and tries to take it forward in developing a conceptual model for building Retailer Brand Equity. This article will also try to focus on important areas where there is a further scope of some research especially in the Indian perspective.