RETAIL BRAND MANAGEMENT

Presented By AJIT THOMAS SEM 4 MBA Roll No. 3

RETAIL BRANDING
Brand is the products 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 representative of the company

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

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.

Positioning of a brand is Determined on the basis of

1. 2. Product usage 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

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.

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

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