Currently, the brand is a key value-adding tool for companies. A strong brand is a tool that allows one to create and maintain a valuable competitive advantage in competitive and globalized spheres. This research analyses the value of brands from the retailer’s perspective using an objective methodology that allows brand positioning against its main competitors and allows us to discover what the main differentiating strategies of each of the firms are. This study has been applied to the textile sector although it could also be used for other business sectors.