With the growing realization that brands are one of a firm’s most valuable intangible assets, branding has emerged as a top priority since last one decade. Given its highly competitive nature, branding has especially become important in the retailing industry to influence customer perceptions and drive brand loyalty.

This paper offers an insight into the need for retail brands, the economics of retail brands, the impact of retail brands on the elements of marketing strategy and the role of retail brands in building retailer’s brand equity. Some important areas that deserve further research are also suggested at the end.