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

Recommended Reading

Main Text:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=1852524979&asins=1852524979&linkId=03a3a7a72ad003f5dae1806941e80c4d&show_border=true&link_opens_in_new_window=true"></iframe>

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:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=1856178498&asins=1856178498&linkId=928d9959d44cff51fa10e6c34ca28214&show_border=false&link_opens_in_new_window=true"></iframe> <iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=0749455934&asins=0749455934&linkId=7fd34e900f9991c16882d5777267eea0&show_border=false&link_opens_in_new_window=true"></iframe>

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