Rethinking the Retail brand architecture

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  • 小売ブランドアーキテクチャーに関する再考察―小売イノベーションに向けて―
  • コウリ ブランドアーキテクチャー ニ カンスル サイコウサツ : コウリ イノベーション ニ ムケテ

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Abstract

The retail market has been shrinking, and these competition has intensified. In this paper, we organize the previous studies of retail branding, and then, by rethinking the retail brand architecture, we gain insight into more systematic retail brand construction and management in advancing the discussion of brand construction in retail companies.

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