Retail branding - an Indian possibility

Abstract

The word ‘Retail Branding’ brings two notions to the minds of those who are slightly familiar with the retailing. Is it about the private brands that a store has or is it about branding of a store itself? Our understanding of retail branding as ‘store as a brand’ was confirmed from the literature survey, however it is a relatively evolving area and yet to become a buzz word. Retail Management and Brand Management are the two disciplines which can be called as its parents. However given their vastness, the scope of our study of these two fields is strictly in the context of retail branding.