Branding a Store: How to Build Successful Retail Brands in a Changing MarketplaceKogan Page Publishers, 2006 - 360 páginas From the Introduction: """"In the next few years the retail market will change dramatically. In order to survive, a store will have to become its own brand. A strong brand can differentiate a store from competition. The emotional differences between retail brands will therefore become more and more important."""" Most retailers' revenue and profit comes from the selling of many of the same brands offered by their competitors. In order to stand out from the competition, retailers need to become brands themselves. Meeting this challenge will ensure differentiation. Ko Floor offers strategies to build a brand identity by positioning on price, convenience and store experience and he explores brand personality and brand communication. He offers examples from an extensive body of retail brands, from Wal-Mart to IKEA, Home Depot, Amazon and Starbucks. |
Índice
Foreword by Dick Boer CEO Albert Heijn | 11 |
Building a brand identity | 61 |
Retail brand positioning | 77 |
Positioning on range | 106 |
Positioning on price | 145 |
Positioning on convenience | 164 |
Positioning on store experience | 191 |
Retail brand personality | 221 |
Retail brand communications | 237 |
attracting customers | 249 |
higher spend and loyalty | 266 |
The future | 330 |
355 | |
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Branding a Store: How to Build Successful Retail Brands in a Changing ... Ko Floor Pré-visualização indisponível - 2006 |
Palavras e frases frequentes
advertising appeal attention attract attributes become behaviour benefits better brand identity brand personality brand positioning build cent choice choose clear clothing colours communications competition completely consistent consumer convenience costs countries create customers depends desired determine develop differentiating difficult direct display efficiency emotional employees environment example fashion feel focus format functional give higher important in-store increase influence kind lead less lifestyle look low prices loyalty mainly manufacturer brands mind offer opened operates positioning positioning attributes possible presented private brand product categories profit promotions purchase range result retail brand retail company sector sell specific spend store design store experience strategy strong successful supermarkets target group unique United visual merchandising