RETAIL BRAND MANAGEMENT

Course Objectives

  • Develop a consumer-centric approach to building, measuring and evaluating strategies to build retail brand
  • Develop a consumer-centric approach to building, measuring and evaluating strategies to build retail brand
  • Evaluate retail brand impact and to measure strength for any particular market offering.
  • Apply branding principles and retail marketing communication concepts

UNIT I

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

UNIT II

Generating brand loyalty- Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of Retail Brand ambassadors,– on line Retail Brand promotions.

UNIT III

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

UNIT IV

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

UNIT V

Developing and Evaluating a Retail Franchise System :Preparing for franchise - Assessing a potential franchise- factors include retail brand age & stage in the life cycle.

Learning Resources

  • Kevin lane keller, Strategic Brand Management, 3rd edition Pearson, 2011.
  • Srinivasan, Strategic Retail Management,Biztantra ,Dreamtech press,2010
  • Barry Berman, Joel R Evans, Retail Management-A Strategic Approach,10th edition,Pearson.2010
  • Kevin lane Keller, Best practice cases in branding: Lessons from the world’s strongest brands,3rd edition, Pearson 2011.
  • Kaperfere, Strategic Brand Management, 4th edition, Paper back.
  • David asker, Building Strong Brands, free press, 1995.
  • A.K. Chitale& Ravi Gupta, Product Policy and Brand Management,3rd edition

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