Branding is something that needs to be created through a deep understanding of culture, traditions, fashion updates, market trends and market demand. An organization or company that meets the requirements of all market qualities by using branding strategies will be first and have a good name in the society. IKEA will be a good example as it meets all the requirements of a perfect retail branding strategy. Ethical branding and ethical market make the brand famous and increase the reputation of the company. Brand choices are made keeping various specifications in mind and there are traditional large-scale retailers or modern apparel manufacturers all contribute to the growth of the market. The whole story of the retail brand strategy began in southern Sweden. We will be really surprised to know that the owner of this company was just in his teens and he started this company by transporting the goods with the help of milk transport service to the railway station. The company has become large and has around 70,000 people working within it and has a turnover of one billion. At IKEA, brand strategy can be defined in particular as a set of ideas, beliefs and moral values ​​that communicate with a set of brand choices by modifying them to transform them into a well-maintained product, very rich in values, which inherits tradition. This article begins by providing a critical insight review of four recent articles regarding retail branding strategy in an international perspective, followed by the identification of a research gap derived from the same articles. Furthermore, a research question will be formulated for possible future research, it will also be illustrated how this research could present itself and how it could provide a... medium of paper... in Italy, at an international level. Journal of Retail and Distribution Management, Vol. 40, No. 2, pp. 109-127. Swoboda, B. & Haelsig, F. & -Klein, H.S., & Morschett, D., (2009) Moderating role of involvement in retail brand building, International Journal of Retail and Distribution Management, Vol. 37, no. 11, pp. 952-974. McColl, J. & Moore, C., (2011) An exploration of fashion retailers' own-brand strategies, Journal of Fashion Marketing and Management, Vol. 15, No. 1, pp. 91-107.Burt, S. & Davies, K., (2010) From retail branding to the retailer as brand: themes and issues in retail branding research, International Journal of Retail and Distribution Management, Vol. 38, no. 11/12, pp. 865-878. Ailawadi, K.L. and Keller, K.L., (2004) Understanding retail branding: conceptual insights and research propositions, Journal of Retailing, Vol. 80, no. 4, pp. 331