Is the claim "Greed is cool" true, or is REWE succeeding in becoming "a little better every day"? Is the discount retailer Lidl correct when it promotes the promise "Lidl is worth it," or are consumers not swayed by these slogans to enter the stores? Today, consumers in the German retail market are surrounded by a multitude of brands along with their associated slogans and advertising campaigns; there are very few products or retailers that are not marketed as a brand. The influence of brand policy on consumers is of great interest to manufacturers and retailers. How does a consumer decide which retailer to buy which product from, and what influence do the various types of brands exert in this decision? The aim of this study was therefore to develop a suitable methodology to analyze interaction effects between manufacturer and retailer brands.