Corporate branding in the retail sector: a practitioner’s perspective

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external sphere of the organisation. What is the opinion of practitioners on the concept? This paper presents the findings from a study in the UK retail sector. The purpose of the study is to assess whether the practitioners share the view that the corporate brand is an integrative device and the process of corporate branding is holistic in nature