A Study on Brand Management in Retail: Building and Sustaining Competitive Advantage

Abstract

In the retail industry, brand management is an extremely important factor in building and preserving a competitive edge within the industry. Due to the fact that the retail industry is characterized by fierce rivalry and frequently changing consumer tastes, it is necessary to have good brand management in order to construct and maintain a competitive advantage. It is possible that traditional methods of brand positioning, differentiation, and communication will not be sufficient to adequately grab and maintain market share in the retail landscape of today, which is marked by intense competition. Within the context of a market landscape that is always shifting, this study investigates the tactics that retail brands take in order to construct and maintain their competitive edge. This research focuses on the numerous aspects of brand management, such as brand positioning, brand differentiation, brand communication, and brand loyalty. It does so by drawing on previous research that has been conducted on the subject. The purpose of this study is to give a beneficial addition to scholars alike by evaluating successful retail brands and their approaches to brand management. Also, the study intends to contribute to a deeper knowledge of the dynamics of brand management in the retail sector.