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.
Mazzù, Marco Francesco; Meyer, Thomas; Weissgerber, Anja. (2013). A guide to excellence in retail brand management. In Perrey, Jesko; Spillecke, Dennis (Eds.), Retail Marketing and Branding: A definitive guide to maximizing ROI (pp. 37-61). John Wiley & Sons. Isbn: 9781118489505. Isbn: 978-1-118-48952-9.
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.
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