3. What is a Retail Brand A retail brand identifies the goods and services of a retailer and differentiates them from those of competitors. A retailer’s brand equity is exhibited in consumers responding more favorably to its marketing actions than they do to competing retailers (Keller ). The image of the retailer in the minds of consumers is the basis of this brand equity.
4. Thus we can say... “ Retail Branding is an issue not only of retailers selling brands but branding the retail business itself”.
5. Why Retail branding?? “ Retail branding creates a brand preference, which goes beyond the product or service in itself”.
6. Need for retail branding Lack of Store Differentiation. Merchandising Muddle. Lack of labels/suppliers. Discounting. Limited margins and high real estate prices. Time abundant consumers?
7. 3 dimensions of retail branding Brand Value Brand Strategy Brand Structure
8. Strategies in retail branding in India Integrated branding Contract branding Independent branding
13. Building the brand - subhiksha Tagline : “Bachat Mera Adhikar, Subhiksha Mera Abhiman.”
14. Positioning the brand - subhiksha Retail outlet for”Aam Admi” Structuring the brand around the concept of indian housewife’s conviction of getting the “Best Value For Money”. Every day low price.
15. Indian retail branding – future Relationship management to enhance in store shopping experience. External communication to add value outside the store. Motivating the staff to volunteer value.
