Branding a Store: How to Build Successful Retail Brands in a Changing Marketplace - Couverture rigide

Floor, Ko

Couverture rigide

ISBN 10 : 0749448326 ISBN 13 : 9780749448325

Editeur : Kogan Page Ltd, 2006

Synopsis

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.

A propos du livre

À propos de l'auteur

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

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 0749448326
• ISBN 13: 9780749448325
• Reliure: Relié
• Nombre de pages: 360
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible