One of the main aspects that determine the success of a retail store is its branding. This is what helps to improve the value of a company, and is a good way of retaining old shoppers and finding new ones. There are normally different retail stores within a particular location that may be selling the same kind of products, hence the branding of the store becomes an important factor determining the success of the business. In some situations, the store itself can be used as a brand in determining the success of the business. The aim of this paper is to critically analyze different literature that provide information on the store as a brand, and obtain lessons and a summary of the main things to consider when using the store and brand. This paper will also contain information on any aspects that may be missing or presented wrongly from the literature analyzed