Retail Marketing and Branding A Definitive Guide to Maximizing ROI [Hardcover]

Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization.

The second edition of Retail Marketing and Branding includes the following updates:

* New and updated case examples

* Updated figures and examples throughout

* New interviewers with recent experiences

* Additional chapters

Introduction to the Second Edition xiii

Second Edition Acknowledgments xv

Introduction to the First Edition xvii

First Edition Acknowledgments xxi

Commonly Used Acronyms xxiii

Part I Building Superior Retail Brands 1

1 Principles of Successful Brand Management: Art, Science, Craft 3

Art, science, craft 5

Creativity and consistency 6

Strengths and weaknesses 8

Touch point orchestration 9

2 Segmentation 21

Relevance in retail 22

Top management attention 23

Consumer needs 26

Strategic segmentation 30

Implementation 32

3 A Guide to Excellence in Retail Brand Management 37

The brand diamond 37

The brand purchase funnel 42

BrandMatics 45

The brand promise 50

Brand delivery 52

4 Developing and Refining Retail Formats 63

Basic types of format development 64

The four-step process 66

Implementation support 74