Traditionally, Branding has not been a top priority for most retail CEOs. Leading retailers are starting to discover their brands as a potential source of competitive advantace. Typically, this leads them to ask two types of question: (a) How do consumers perceive our stores and our brands?; (b) How can we use brand management to improve our business performance? A structured approach provides answers to these questions, with a applied theoretical approach that has been successuflly applied in retail, as well as in other industries, analyzing fundamental steps in the brand funnel and of positioning and image.

A guide to excellence in retail brand management / Mazzù, Marco Francesco; Meyer, Thomas; Weissgerber, Anja. - (2013), pp. 37-61.

A guide to excellence in retail brand management

Mazzù, Marco Francesco
;
2013

Abstract

Traditionally, Branding has not been a top priority for most retail CEOs. Leading retailers are starting to discover their brands as a potential source of competitive advantace. Typically, this leads them to ask two types of question: (a) How do consumers perceive our stores and our brands?; (b) How can we use brand management to improve our business performance? A structured approach provides answers to these questions, with a applied theoretical approach that has been successuflly applied in retail, as well as in other industries, analyzing fundamental steps in the brand funnel and of positioning and image.
2013
9781118489505
978-1-118-48952-9
Retail, Marketing, Branding, ROI
A guide to excellence in retail brand management / Mazzù, Marco Francesco; Meyer, Thomas; Weissgerber, Anja. - (2013), pp. 37-61.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/224099
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