Branding in retail: The future of branding

Lluís Martínez Ribes

Producció científica: Capítol de llibreCapítol

Resum

The branding process in retailing is like creating a matryoshka: the brand meaning must be the same along all the layers: the item itself, the shelf, the shop area, the store, the chain, the Firm-In-Retailing, and even the shopping centre or city area where the store is located. If all the layers are well aligned and consistent with the same brand sense, the shop becomes the best branding machine a manager might ever dream about In conclusion, a retail branded good is a product sold within a highly efficient commercial, endowed with the power of five senses, going directly to the limbic system in the customer¿s brain.
Idioma originalAnglès
Títol de la publicacióThe future of branding
Pàgines68-95
Estat de la publicacióPublicada - 2 de nov. 2015
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