Fundamentals of Retail: Measuring the Effect on Brand Value

Abstract

Retail is important for every company. Some fundamentals commonly identified with respect to retail management are availability, visibility, shelf share management, category management, trade endorsement, and out of the box activities. These fundamentals are very important and a company should take care of them as the brand value of products is at stake. The objective of this research is to see whether the brand value is affected or altered by the fundamentals of retail. From the survey and analysis, it was concluded that trade endorsement and shelf-share are not likely to be the inhibitors of brand value.

Keywords: Retail, Fundamentals, Brand Value