Integrating brand, retailer and end-customer perspectives
With increased retailer concentration, competition and the emphasis on private labels, it is easy to assume that manufacturers' brands are less important to retailers. Retailers manage their stores as brands and control the brand offering inside the store, coordinating the manufacturer's brand with the private label. However, manufacturers' brands are still important in determining retailer profitability and store image. This research paper seeks to clarify the value of manufacturers' brands to retailers within marketing channel relationships.