Branding

Build a better brand through meaningfull change

Retail branding is a strategy based on the brand concept and which transfers it to a retail company. A retailer’s “products” are his stores that can be marketed in a similar way to a branded good. A retail brand is then a group of the retailer’s outlets which carry a unique name, symbol, logo or combination thereof.

A BRAND is the sum total of the experience your customers and society have with your company. Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image, but to also associate it with a certain company’s product or service. Strong brands communicates what your company does, how it does it, and at same time establishes trust and credibility with the target audience. Products and services that maintain a high level of brand awareness are likely to generate more sales. Consumers confronted with choices are simply more likely to buy a name brand product than an unfamiliar one.

The traditional retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of e-commerce and the evolution of social media platforms as digital shop fronts continue to shake up the industry. Even five years back, retail branding followed the traditional principles of creating and establishing a differentiated brand positioning, bringing this positioning alive across all physical stores and ensuring that the branding is able to positively influence brand equity. These principles have not really changed; instead, it has become more challenging and complex today to achieve the desired results.

The aim of any ambitious retailer is to establish its brand as a preferred destination for shopping amidst all the competition. Positioning is strongly influenced by a proposition. This proposition can be defined at different levels, which may include one or more of the following examples:

• Price
• Value
• Quality
• Exclusivity
• Premiumness
• Specialty
• Legacy
• Expertise