In a masterly summary of the peaks and troughs of IP law as it applies to retail shop names and shop-fronts at both EU and UK law, taking due note of CJEU rulings and pending references.
Nigel Parker (Allen & Overy), who examined procedures for turning retail business models into money. The paradigm taken by Nigel was that of the retail supply chain for Kindle readers and the content that people read on them: profits as both a manufacturer and as a retailer can thus be reaped. Kindles are sold online, as well as through high street stores, so Amazon plays the role of distributor too, while retaining control of its intellectual property. Kindle's operational structure is highly tax-sensitive, with the company's European operations being based in Luxembourg, as indeed is that of retail group Arcadia, owned by the wife of Philip Green; she's a citizen of Monaco and is subject to that principality's highly benign tax rates.
Licensing or division of brands is also a good means of cashing in on their goodwill. The licensee bears the expense of manufacture and marketing, with the accompanying risk; the licensor bears a risk too: the risks that a licensee may damage the goodwill or under-exploit the licensed brand.