Retail stores also derive brand equity fro1n their employees. For example, fro1n its origins as a small shoe store, Seattle-based Nordstrom has become one of the nation's leading fashion specialty retailers through a commitment to quality, value. selection, and, especially, service. Legendary for its "personalized touch" and willingness to go to extraordinary lengths to satisfy its customers, Nordstrom creates brand equity largely through the efforts of its salespeople and the relationships they develop with customers.