Retail Branding refers to the internal structuring of the retailer’s brands and revolves around how many and what kinds of offers are provided under a certain brand. Within the brand hierarchy, a retailer’s brands can be divided into different levels.

Retailers have brand names at the level of the retail company as a whole (“corporate brand”), the retail stores, the merchandise (e.g. the store brands), and specific retail services (i.e. banking services or loyalty programmes).
Besides the individual branding decision at each level, the interconnection between the levels has to be considered. As in industrial multi product companies, retailers with more than one store have to decide whether the stores should carry the same or different brands.

Three general branding strategies can be distinguished at the level of the retail brand:
- an umbrella brand strategy, where all the stores of the company carry the same brand, in most cases differentiated by a sub-brand;
- a family brand strategy, in which groups of stores of the retail company (usually different retail formats) carry different brands, i.e. the brands are strictly separated;
- a mixed strategy, which applies an umbrella brand for some store formats and separates others by using different brand names.

The main decision in this context is brand image transfer vs. brand image separation.