Understanding of retail Brands – Definitions - Branding Concepts – Functions of Brand - Significance of Brands – Different Types of Retail Brands – Co branding – Store brands. Building and Developing Retail Brand
Generating brand loyalty- Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of Retail Brand ambassadors,– on line Retail Brand promotions.
Retail Positioning and Brand image-Repositioning and brand image – Positioning of retail shops – Building retail store Image - Brand image and store image-Retail service quality management
Aligning the brand image with that of franchisees- Managing franchise relationships - dynamics of relationship- trust as relationship builder, cultural aspects of relationship, stages of relationship building process, building a long term relationship
Developing and Evaluating a Retail Franchise System :Preparing for franchise - Assessing a potential franchise- factors include retail brand age & stage in the life cycle.
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