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Branding a store Ko Floor

Сумата се прибавя директно в кошницата

7.00лв

Описание

CONTENTS

Foreword by Dick Boer, CEO Albert Heijn 9

Part 1: Retail brands 11

i. The store as a brand II

i.i The need to differentiate 11

1.2 Manufacturers versus retailers 31

1.3 Strength of a retail brand 47

1.4 Advantages of strong retail brands SO

2. Building a brand identity 61

2.1 Brand positioning 61

2.2 Brand personality 64

2.3 Brand communications 65

2.4 Operational excellence 70

2.5 Vision, mission and values 71

Part 2: Retail brand positioning 77

3- Positioning the store 77

3.1 Shopping modes 78

3.2 Positioning attributes 81

3.3 Positioning and shopping modes 92

3.4 Retail positioning requirements 94

3.5 Creating disruption 100

4- Positioning on range 106

4.1 Foundation of each positioning 106

4.2 Merchandise brands ill

4.3 Selection brands 115

4.4 Brand-mix brands 122

4.5 Product-mix brands 134

4.6 Target-group brands 136

4.7 Speed brands 138

4.8 Ideology brands 141

5- Positioning on price 145

5.1 The importance of price 145

5.2 Low-price brands 148

5.3 High-value brands 153

5.4 One-price brands 158

5.5 Premium brands 160

6. Positioning on convenience 164

6.1 Time as a driver 164

6.2 Accessibility brands 167

6.3 Efficiency brands 175

6.4 Service brands 184

7. Positioning on store experience 191

7.1 More than just products 191

7.2 Entertainment brands 199

7.3 Expertise brands 202

7.4 Design brands 204

7.5 Hedonism brands 207

7.6 Lifestyle brands 210

7.7 Bargain brands 218

Part 3: Retail brand personality 221

8. Differentiating on brand personality 221

8.1 The importance of brand personality 222

8.2 Brand personality types 227

8.3 Positioning and personality 232

Part 4: Retail brand communications 237

9. Retail communication mix 237

9.1 Communication tools 238

9.2 Objectives and tools 243

10. Out-of-store communications: attracting customers 249

10.1 Retail advertising , 249

10.2 Direct marketing communications 260

11. In-store communications: higher spend and loyalty 266

и.i The most important medium 266

11.2 Multi-sensory communication 272

11.3 Store design: a communication tool 286

11.4 The power of visual merchandising 303

11.5 Employees: living the brand 315

Part 5: The future 330

12. Some forecasts 330

12.1 Only strong retail brands will survive 331

12.2 A further power shift from manufacturers to retailers 334

12.3 Each retail sector will be dominated by two or

three megabrands 335

12.4 Internationalization with one global store format 336

12.5 Newcomers will change the rules 336

12.6 Polarization between functional and emotional

shopping 337

12.7 Disappearance of medium-priced retail brands 339

12.8 The splitting-up of retail into four extremes 340

12.9 Speed, an important driver for retail success 345

12.10 Brand personality is more important than brand

positioning 346

12.11 The merchandise mix will be more target group

or end-user oriented 347

12.12 Ongoing problems for department stores 348

12.13 Multi-channel retailing will grow dramatically 349

12.14 More flexibility in store design and visual presentation 350

12.15 Further growth of private brands 350

References 355

Acknowledgements 360