Branding a store
how to build successful retail brands in a changing marketplace
- ISBN: 9780749448325
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2006
- Lugar de la edición: London. Reino Unido
- Encuadernación: Rústica
- Medidas: 23 cm
- Nº Pág.: 360
- Idiomas: Inglés
"Branding a Store" shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace. First, the book explains the distinction between retail brands and manufacturer brands, and assesses the increasing conflict between the two. The author explains in detail the potential benefits of a strong retail brand for both the retailer and the consumer. It discusses the factors to consider when positioning the brand: assortment; price; convenience; and customer experience. The author considers the three competitive strategies to follow to build a strong, distinct brand identity: increasing sales; cutting costs; and increasing differentiation from the competition. Then, he explains the most effective ways to communicate with the consumer. Finally, he offers insights into the future development of successful retail brands.
