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Description: Today`s retail landscape is evolving rapidly. Retailers are increasingly becoming brands in their own right. Branding a Store analyses these changes, & the implications for retailers & consumers. This fascinating study demonstrates how retailers can build a strong, independent brand identity to remain competitive in the global marketplace.
Using international examples & case studies, including champion retail brands such as Wal-Mart, Tesco & McDonald`s , the book explains:
¢ the distinction between retail brands & manufacturer brands ¢ challenges faced by retail brands ¢ benefits for both the retailer & consumer ¢ competitive strategies to grow the brand ¢ brand positioning ¢ brand personality ¢brand communication
Finally, the author, an experienced retail consultant, offers insights into the future development of successful retail brands, arguing that the emotional differences between them will become more & more important to the consumer.
Contents: Part 1: Retail Brands ¢ The store as a brand ¢ Building a Brand Identity Part 2: Retail brand positioning ¢ Positioning the store¢ Positioning on range ¢ Positioning on price ¢ Positioning on convenience ¢ Positioning on store experience Part 3: Retail Brand Personality ¢ Differentiating on brand personality Part 4: Retail brand communications ¢ Retail communication mix ¢ Out-of-store communications: attracting customers ¢ In-store communications: higher spend and loyalty Part 5: The future ¢ Some forecasts; References; Acknowledgments.
About the Author: Ko Floor has almost 40 years retail experience. He worked for 10 years in various marketing positions for department stores, specialty stores and supermarkets, then for 20 years for one of the leading advertising agencies in the Netherlands, FHV BBDO. As retail director he was responsible for developing a number of famous advertising campaigns. He received many awards for building retail trends.
Target Audience: Brand Managers, Advertising Agencies, Corporates, Students & Academics of Management.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749451684
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Pages : 360
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