Today's major retail marketers look to the power of branding as their most potent and valuable strategic asset. This fascinating book of case studies demonstrates what really works in effective retail brand management, showing readers a myriad of marketing and creative efforts that help develop a branding story. Filled with over 500 full-color photos, Brandstand identifies, analyzes, and interprets each brand, and presents a new, "how-to-think" rather than "what-to-think" theory about building retail equity.