Additional Information


Building Retail Brands

Establishing and communicating a brand may be harder for multibrand retailers than for their single-brand counterparts, but brand building is essential for both. Article from McKinsey Quarterly.

Share this article

Facing a marketplace overflowing with stores, most retailers have spent the past several years tirelessly searching for new ways to grow. In the case of runaway successes such as the apparel manufacturers Nike and Calvin Klein, the secret appears to be strong, well-leveraged brands, which, McKinsey research shows, add five points on average to shareholder returns. Do retailers have the same access to brand magic?

Vertically integrated ones certainly do. Companies, such as Gap and Victoria's Secret, that design, manufacture, and market their own products have very substantial long-term growth expectations embedded in their share price, reflecting, in part, the expectations created by their brand strength.

For free access to the full text of this article, including a downloadable version, click here. (Registration required on

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed


The Wall blogs

Back to top ^