TITLE

Brand Building of Retail Stores

AUTHOR(S)
Deepa, S.; Chitramani, P.
PUB. DATE
April 2013
SOURCE
Journal of Contemporary Research in Management;Apr-Jun2013, Vol. 8 Issue 2, p9
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The emerging organized retail sector of India puts forth many challenges for both the new entrants as well as the existing retailers, the retailers have to differentiate themselves from the competition to gain the customer trust and loyalty. Branding is considered as one of the important means in establishing and maintaining competitive advantage by most of the companies in various industries. Earlier the focus of the marketers was limited to the marketing mix elements to develop competitive edge over their counterparts. The paradigm shift in marketing emphasizes the importance of branding. The digital economy which initiated the transformation in retail by changing traditional geographic boundaries, and enabled customers to access the products and services through the digital media also offer both opportunities and challenges to the retailers in building brands. In this scenario establishing and communicating a brand may be harder for multibrand retailers than for their singlebrand counterparts, but brand building is essential for both. The present study focuses on brand building strategies of the retail stores which fall under the hypermarket format in Coimbatore city. Case study method was adapted to discuss the brand building strategies of retailers in the city. The major retailers of the Coimbatore city were contacted with a set of questions to find out their initiatives in building their brands. Based on the findings this paper highlights the various brand building strategies need to be adopted in the retail industry.
ACCESSION #
94752428

 

Related Articles

  • The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market. Hassan, Hasliza; Rahman, Muhammad Sabbir // International Journal of Business & Management;Jun2012, Vol. 8 Issue 12, p138 

    In line with the strategy to enhance entrepreneurship opportunities, it is expected that there will be a growth in brand extensions development especially by hypermarkets. The industiy is developing competitively and fiercely with strong as well as continuous support from consumers. This...

  • Hastings Fights Digital Disruption.  // Publishers Weekly;5/12/2014, Vol. 261 Issue 19, p7 

    The article discusses how retailer Hastings Entertainment is negotiating its acquisition by collectibles manufacturer National Entertainment Collectibles Association (NECA). Topics include how Hastings has reported losses since 2012 and anticipates further annual losses, why Hastings blames...

  • TUI rebrands Hypermarket.  // Marketing (00253650);11/25/2009, p8 

    The article reports on the decision of travel operator TUI UK Ltd. to rebrand its First Choice Holiday Hypermarket stores as a way of promoting its Thomson and First Choice brands in Great Britain. It notes that the stores will be renamed Thomson or FirstChoice Holiday Superstores. Additionally,...

  • Digital dynamos making own brand stands.  // Daily Variety;4/17/2012, Vol. 315 Issue 11, p2 

    The article reports on the emergence of digital media which stresses the value of content, brands, and curation in the U.S.

  • Invest in Restrooms. Wilson, Marianne // Chain Store Age;Apr2007, Vol. 83 Issue 4, p70 

    The article focuses on accessible and clean restroom facilities that can give retail stores a competitive advantage with female customers. Kevin O'Donnell, a creative director for Schorleaf, recommends retailers to make restrooms larger because studies show that women prefer larger restrooms...

  • A Conceptual Study of National Brand towards Hypermarket Brand Extension through Brand Asset Valuator. Hassan, Hasliza; Rahman, Muhammad Sabbir // International Proceedings of Economics Development & Research;2012, Vol. 38, p191 

    Retailing industry has been aggressively moving forward in the past two decades. Hypermarkets have been introducing brand extension products by using the corporate retail brand name to attract consumers to purchase more at affordable prices. This concept has been widely accepted by Westerners as...

  • An Exploratory Study on Relationships between Factors that Influence Consumers' Perceptions of Retail Branding and Purchase Behavior. Ching-Wei Ho // Journal of Business & Economics;Jul-Dec2012, Vol. 4 Issue 2, p143 

    The purpose of this study was to build a conceptual framework for the relationship between the factors that influence consumers' perceptions of retail branding and purchase behavior within East Asian context. Specifically, this research investigated the influencing factor on perceived retail...

  • Brands must take risks with digital.  // New Media Age;9/23/2010, p11 

    This article reports on the need for brand marketers to be willing to commit mistakes and take risks in order for them to fully capitalise on the opportunities of digital media, according to industry experts at the dmexco trade show in Cologne, Germany.

  • Weapons of mass consumption. Foottit, Lesley // Publican's Morning Advertiser;12/5/2013, Issue 129, p34 

    The article offers tips on how pubs can appeal to customers and boost profit as it continues to be in competition with supermarkets.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics