Methodical Approaches to Communicative Providing of Retailer Branding Cover Image

Методичні підходи комунікативного забезпечення брендингу ритейлера
Methodical Approaches to Communicative Providing of Retailer Branding

Author(s): Andrey Kataev
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Altezoro, s. r. o. & Dialog
Keywords: brand; brand management; marketing communications;

Summary/Abstract: The thesis is devoted to the rationalization of methodical approaches for provision of branding of retail trade enterprises. The article considers the features of brand perception by retail consumers and clarifies the specifics of customer reviews of stores for the procedures accompanying brand management. It is proved that besides traditional communication mix, the most important tool of communicative influence on buyers is the store itself as a place for comfortable shopping. The shop should have a stimulating effect on all five human senses, including sight, smell, hearing, touch, and taste, which shall help maximize consumer integration into the buying process.

  • Issue Year: 3/2017
  • Issue No: 7
  • Page Range: 20-28
  • Page Count: 9
  • Language: Ukrainian