Institute of Commercial Management | Qualification Subject

Retail Branding

Main Topics of Study

Main Topics of Study:

  • The theory and development of branding: how brands differ from products
  • Building the retail brand: methods, investments and the bottom line
  • Product as brand and retail company as brand
  • Branding and the long-term: developing the loyal customer
  • Branding and the emotional connection with customers
  • Branding and product positioning: the marketing connection
  • Case studies: lessons to be learned from successful retail brands and the also-rans

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

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Butler, M and Gravatts, S (2005) People don't buy what you sell They buy what you stand for, Management Books, Cirencester Ltd.

Indicative Text:

Alternative Text and Further Reading:

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Chernatony, L, McDonald, M (2000) Creating Powerful Brands Butterworth-Heinemann

Thomassen, K.L.L. (2008) Private Label: Turning retail brand threat into opportunity Kogan-Page