The Essence Of Retail Brands
The Essence of Retail Brands – Leveraging Brand Power and Store Experience
The objective of this study is to briefly capture the essence of branding, the nuance of strong brands and how powerful retail brands can connect with their consumers. It determines how product based branding is different from building retail brands especially with focus on fashion retail brands in Europe. This paper explores indepth the relationship between store experience and the perceptions of brand image with emphasis on the importance of product and mix in retail, role of merchandising, multi sensorial store ambience, displays, quality of staff and consumer loyalty. The methodology is based on the current body of theory in the area of building strong fashion retail brands and experiential marketing. The hugely successful fashion brand, Zara, has been studied indepth to explain the strong linkages between fashionable merchandise and delightful store experiences in creating powerful and......
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Approximate Word Count: 3477
Approximate Pages: 14 (250 words per double-spaced page)
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