Branding a Store How to Build Successful Retail Brands in a Changing Marketplace

ISBN-10: 0749448326

ISBN-13: 9780749448325

Edition: 2006

Authors: Ko Floor
List price: $45.00
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Description: 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 the competition. The emotional differences between retail brands will therefore become more and more important.?" Ko Floor offers strategies to build a brand identity by positioning on price, convenience and store experience and 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. CONTENTS include: The store as a brand; Brand identity; Retail brand positioning; Differentiating brand personality; The retail brand communication mix: advertising, direct marketing and in-store communication; Multi-sensory communication; Store design and Store employees.

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Book details

List price: $45.00
Copyright year: 2006
Publisher: Kogan Page, Limited
Publication date: 11/28/2006
Binding: Hardcover
Pages: 360
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.518
Language: English

Ko Floor has over 35 years' experience as a retail consultant for leading Dutch retailers including Albert Heijn supermarkets, and Vroom & Dreesmann department stores.

The store as a brand
Building a brand identity
Positioning the store
Positioning on range
Positioning on price
Positioning on convenience
Positioning on store experience
Differentiating on brand personality
Retail communication mix
Out-of-store communications : attracting customers
In-store communications : higher spend and loyalty
Some forecasts
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