The term retail brand is increasingly used in relation to the strategic positioning of retail companies. In retail branding, the sales locations of the retail sector are established as a brand. The aim is to influence consumer perception and their choice of shopping venues, thereby fostering long-term loyalty to the retail company. In light of the intense price and competitive pressures, new technological advancements, and significant changes in consumer behavior, positioning companies or shopping venues as a retail brand has become one of the key strategic tasks for retail businesses. The goal of this work is to demonstrate, taking into account selected theoretical insights and empirical findings from retail and marketing research, how retail companies can utilize this.