Of all the market categories, retail offers the broadest canvas
for any brand to show its true colours. From the understanding of a market that
gives birth to a strategy. From the creation of environments, to the engagement
of the people that bring the brand to life. To the supply of product that puts
the brand into the consumers hand. Retail really does have it all.
So how
do retail brands create their value?
What
lessons can we learn from the leaders?
How
should retailers create and manage strong brands?
How can
retailers change the world in which they operate?
Given below is the Report "Top Performing Retail Brands
2008" (Courtesy: Interbrand; UK)
Brand as a Value Generator
Retailers come in all sorts of shapes and sizes. Standing back
from the total retail market, we have identified three broad models.
1) The Aggregator
These are brands that are primarily providers of manufacturer
choice, environment and price to mass consumers. Examples would include Tesco,
Carrefour, Auchan and ASDA.
2) Branded Own Label
These are brands that are primarily providers of a private label
proposition, environment and price. Examples would be Zara, Marks &
Spencer, Mango and Aldi.
3) Product Brands
These are brands that are primarily providers of a private-label
proposition with the majority of their product being distributed through third
party retail brands. Examples would include Adidas, Sony, Levis, Burberry.
The present study focuses on models 1 and 2; it is looking at
brands as retailers, first and foremost. These are the brands that become
valuable through the successful management and combination of any progressive retailers
favourite subjects; finance, environment, and increasingly, brand. We have
excluded luxury brands from this report. Whilst our work with luxury brands in
our Best Global Brands study shows that they provide many fascinating insights,
we felt that this report should focus on brands that see retail as their core
business, rather than a channel.
Luxury brands tend to distribute through numerous stores and
this led us to a working definition of retailers that have full control of
their shopping environments. This allows us to see the retail brand as the
primary magnet that draws shoppers to the store.
Read
Full Report
Originally
published in New Cloth Market; June 2009
