International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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STORE BRAND PORTFOLIO MANAGEMENT
1 Author(s): BHUDEV TYAGI
Vol - 1 , Issue- 3 , Page(s) : 23 - 30 (2010 ) DOI : https://doi.org/10.32804/IRJMST
In the early days, being a retailer meant opening a store — a single store. The next phase was characterized by physical expansion: the setting up of new outlets, usually under a single brand. The retailer s brand became the promise of reliable quality, value and service, regardless of which outlet the customer bought from.