RETAIL BRAND MANAGEMENT

RETAIL BRANDING

Def : Brand is the product’s essence, its meaning and its direction. It
defines its
identity in time and space.

Successful Retail Branding starts with

 A clear definition of what the retailer stands for
 An identification of what the customers associate it with
 When customers think the brand is a reflection of them
 When the retailer is in the minds of the customer when he thinks of the
brand

True branding effort

 Communication that inspires emotional reaction
 Customer Service
 How salespersons greet customers
 How fast product is shipped and delivered
 Involves every single contact occurring between any product and a
human
 RETAIL BRAND MANAGEMENT

Role of Brand

Successful Retail Branding ensures

 Stable long term demands

 Better margins
 Differentiation by way of creating long term association
 Adds value to the product
 Trust of fulfillment of service expectations
 Protection from growing competition
 Image as a company attractive enough to work for
 Negotiation with suppliers from a position of improved strength
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Brand Loyalty
Brand or store loyalty will ensure

 Positive disposal to the brand based on brand loyalty

 Brand preference : Frequent utilization of the store over other
stores
 Brand allegiance : Continuous utilization of the store overtime

Brand loyalty may be expressed for one or more brands

 Hard core loyalty : Buying one brand all the time

 Soft core loyalty : Buying a combination of two competing brands

 Shifting loyalty : Buying preference shifting from one brand to

another

 Switchers : No loyalty to any one brand based on the deal given.

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Positioning of a brand

Determined on the basis of

6. Product usage
7. Price

For successful brand positioning Brand Managers should

 Regularly assess the customers opinions
 Clearly identify the target
 Plan the brand
 Differentiate the brand from others in the sub group

Brand Differentiation X Brand Segmentation = Brand Position

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MANAGEMENT
Personality of a brand

It is created by way of adding psychological values through

 Packaging
 Advertising
 Other aspects of the marketing mix

Importance

 Encourages customers to build a relationship with a brand

 Gives strength to the brand
 Ensures the staying power of the brand

Hence brand personality has developed as a term.

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Brand Propositioning

Propositioning

 Combination of positioning and personality

 Allows brand to emerge from the fuzziness of competition

 Simple proposition assures success. Customers understand

 Concept has two non-functional aspects of brands

1. Brand image
2. Brand identity
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Brand Image

 Customers regard brands possess human-like characteristics

 Customers experience brands as bundles of association
 Customers see, hear, smell, taste and get gut feelings about different
brands

This profile or essence is called brand image

When a brand image is developed

 Customers do not judge the image in relation to others

 They adopt best in-class processes

 Customers benchmark with world class services

 Customers expect stores to deal with their customers as per world class
standards
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Brand Identity

 Central concept in promoting a brand

 Comprises durability, coherence and realism embodying personality of

the brand

 Sends out signals which the consumers decode and interpret in terms
of image

 Identity is the solid enduring concept of the brand

 It is not subject to idealism, fickleness or opportunism