Managing the retail brand: the customer's role

Andy Turton and Caroline Jackson

The pub restaurant sector of the market in the United Kingdom is crowded with brands vying for the same 'leisure pound', and in this context, differentiation from the competition is vital if financial success is to be achieved for any of the brands operating within the sector.

Managing the retail brand: the customers' role

Andy Turton (Marketing Blueprint Ltd) and Caroline Jackson (Bass Taverns) United Kingdom

INTRODUCTION

Almost 10% of jobs in Britain are now provided by the retail sector and the trend in this direction is growing; to paraphrase Napoleon, it would seem that Britain is just 'becoming a nation of retailers'. Many retailers have recently announced plans to hire shop workers that in combination run into the tens of thousands, and this development is not a simple evocation of the law of supply and demand operating in response to recent rises...

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