retail image study :: essays research papers

SUMMARY OF sell CONCEPT AND BRAND PERSONALITYIn a contemporary food market place, retail stigmaing is considered paramount in the retailing industry to bias customer perceptions and drive store choice and loyalty. Ailawadi (2004).Digital Marketing multitude (2004) defines effective branding as the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product excerption easier and enhance the value and satisfaction they get from the product.The first store examined, be Worldwide Appliances at Gl finish upale, would be categorized as a agio home galvanic and appliance store. The store has a wide fling from luxury high end audio visual equipment to rough-cut fatality based items such as kettles, irons and ovens.Worldwide Appliances branding consists of a long running slogan Where the worlds best brands, compete for your prices This statement asserts the organizations relish to be considered as a provider of high quality products, whilst solace remaining price competitive. This branding diversification allows Worldwide to compete for four-fold niche markets.Levy and Weitz (2004) classify the retail conceit as a management orientation which is aimed towards determining the needs of the retailers target area market and directing the firm to satisfying those needs When considering the retail conception that Worldwide Appliances have adopted, it has created a mixed or unique concept that has been well absorbed by consumers. Through the combination of high end products and the exploitation economies of scale utilized through its large size, it rear end crevice warehouse style prices on its upper range of electrical products. This creates an warm competitive advantage over smaller electrical stores.A holistic brand image integrates entities such as values, colours, name, symbols, words and s logans (Chernatony 2000) Worldwide can not be completely classified with a singular holistic brand image, in fact their strength lies in their ability to be related with two contrasting images. One of simplicity, discount prices and availability when common place electrical products are considered such as small electrical goods and that of a high quality, knowledgeable, want based supplier when products such as home theatres and imported boutique brands are considered (eg. Audioloop)KEY DRIVERS OF RETAIL understandThe second examined store was The Good Guys at Kotara. This store, through its branding, does an excellent trick of defining itself to its potential consumers. The recent addition of