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The first purpose of this communication is to highlight retailers' current challenges related to branding as a value creation process. The second purpose is to identify existing organizational brakes that may slow down retailer brand building. The final aim is to indicate managerial and research priorities in retail branding.

The article confronts the conclusions of previous research and the findings of a longitudinal case study conducted with a major French retailer and brand experts between 2004 and 2011.

The authors identify managerial implications and four research priorities: cultural and organizational change, development and sharing of new capacities, customer behavior knowledge, and development of a strategic retailer brand building model.

The question of creating and sustaining retailer brands in the long term is addressed both from a managerial and academic perspective. The longitudinal case study illustrates how a major European retailer copes with branding issues and creates customer value thanks to its brands.