retail image study :: essays research papers

SUMMARY OF RETAIL purpose AND BRAND PERSONALITYIn a contemporary grocery store perspective, retail pocking is considered paramount in the retailing industry to influence customer perceptions and drive store choice and loyalty. Ailawadi (2004).Digital Marketing Group (2004) defines effectual differentiateing as the proprietary visual, emotional, rational, and cultural image associated with a follow or a product. The purpose of having people remember the brand summon and have positive associations with that brand is to make their product selection easier and set up the value and satisfaction they get from the product.The first store examined, being universal Appliances at Glendale, would be categorized as a premium kinfolk electrical and appliance store. The store has a wide offering from highlife high end audio visual equipment to common need ground items such as kettles, irons and ovens. ecumenical Appliances branding consists of a commodious running slogan Where the w orlds best brands, compete for your prices This statement asserts the organizations desire to be considered as a provider of high quality products, whilst still stay price competitive. This branding diversification allows Worldwide to compete for multiple break markets.Levy and Weitz (2004) classify the retail concept as a attention orientation which is aimed towards determining the needs of the retailers target market and directing the firm to satisfying those needs When considering the retail concept that Worldwide Appliances have adopted, it has created a mixed or unique concept that has been surface absorbed by consumers. Through the combination of high end products and the ontogenesis economies of scale utilized through its large size, it can offer store style prices on its upper range of electrical products. This creates an immediate competitive advantage over smaller electrical stores.A holistic brand image integrates entities such as values, colours, name, symbols, word s and slogans (Chernatony 2000) Worldwide can non be completely classified with a singular holistic brand image, in fact their strength lies in their ability to be cogitate 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 lieu theatres and imported boutique brands are considered (eg. Audioloop)KEY DRIVERS OF RETAIL IMAGEThe second gear examined store was The Good Guys at Kotara. This store, through its branding, does an excellent job of delineate itself to its potential consumers. The recent addition of