Sears: Leading Retailer, Brand or Both?
A recent article about Sears in the WSJ ("Sears Scrambles Online for a Lifeline") got me thinking about all their recent initiatives in the online channel like opening of Sears.com to other merchants and building community with Mysears.com and Facebook. But perhaps it’s also time to better leverage the brand as many analysts have suggested. The name Sears still invokes a lot of historical branding good-will with consumers. I know