With liberalization of the economy, the retail scenario has changed to a great extent; many sectors have opened up to private players. In hitherto government controlled industries, too, we have seen a spate of private activity. The increased marketing efforts of private players coupled with the changed stance of the incumbent public or government players, have given rise to an unprecedented scramble for customers. There was a time when only the national players were allowed to operate in the market and, at that time, the brands had a great edge over the retailers but, now the retailers are coming up with their own brands which are known as store brands. Now, with the coming of store brands, the national players are facing a strong competition from them. In the case of store brands, the profit margin is also very high; so, from the retailers’ point of view, store brands are generating higher revenues. But, at the same time, we cannot ignore the presence of the national brands as it is the national players, who are known to the consumers in a broader concept. Thus, books also have brought the reference of hybrid brands which is a combination of national brands as well as store brands. This book gives insights into the various roles played by the brands in retail industry. Its contemporary approaches towards branding in retailing sector also help in enhancing brand awareness, creating a favorable and consistent brand image, leading to a long-lasting relationship with the customer.
ABOUT THE AUTHOR Arindam Mukherjee
Arindam Mukherjee holds English honors from Calcutta University and an MBA in Marketing from Icfai Business School, Kolkata. He is currently working as Senior Research Associate at Icfai Business School Research Centre, Kolkata. He has contributed articles to various magazines published by the Icfai University Press. His research interests include brand management, sales and marketing, consumer behavior and production management.
ABOUT THE AUTHOR Naveen Das
Naveen Das holds a B.Tech (Hons.) from IIT Kharagpur and PGDM from IIM Calcutta. He had a seven-year corporate stint in Godrej-GE Appliances Ltd., a major durables company in India, where he has handled responsibilities in as diverse fields as Engineering, R&D, Projects and Sales. He has been into academics for more than seven years in teaching, research, student advising, and consulting. He teaches basic marketing and capstone strategy subjects. In his earlier responsibility, as Dean, Educational Development Cell of Icfai Business School, Hyderabad, he has handled quality issues, including international accreditation and global networking, and been a member of the task force streamlining academic processes. Currently, he is working as Dean, Icfai Business School Research Center, Kolkata, where he is leading a team of knowledge workers engaged in research in various domains of management. He has edited a number of books on branding, and management, and regularly writes and speaks on management, educational policies, services marketing and strategy issues, etc. He has consulted companies like Satyam, Dr. Reddy’s, CGG, and Government of Andhra Pradesh. He has also conducted a number of management and faculty development programs.
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