1. Retail Brand Management Presenter: Chandrmouli Singh

2. Overview Introduction Concept Branding Retail Branding Growth Typology Brand Development Strategy Retail Value Chain Key Issues Lookalike own brands Brand Owner Verses Retailers 12/19/2013Institute of Agri Business ManagementContd. 2 3. New Developments in Own Brand Strategy Own Brand and Its Impact on Retail Brand Brand Equity Brand Loyalty Quiz12/19/2013Institute of Agri Business Management3 4. Concept Branding The intangible sum of products attributes; its name, packaging, price, history, reputation and the way its advertised - David Ogilvy Retail Branding Retail branding does not only focus only on creation of private label. In multi-brand retailers the task become more difficult as the retailer needs to create a store identity which is different from that of brands, he sold within the store12/19/2013Institute of Agri Business Management4 5. Growth Growth of retail brand aka own brands, own labels, private labels and store brands, has paralleled growth esp. in grocery segment.12/19/2013Institute of Agri Business Management5 6. Typology Own Brand Type1GenericsDescriptionIdentification with in retailersRange of ProductsDegree of backward integrationLimitedLowLimitedLowLowLimitedNoneLimitedNon Branded merchandisePositioningLowLimitedLowLimitedLowPlain Packaging234Controlledbrands Exclusive manufacturer brandsLow price positioning Replaced by budget town Owned by manufacturer None Given to exclusive retailerCounterbrands Owned by retailer Differentiated by category Fighting Identification with /budget retailers Brands12/19/2013NoneMedium LowMedium strongMediumStress on retail itself Low price positioningInstitute of Agri Business ManagementContd. 6 7. 5Copycat BrandsBC6Reengineered brandsALow cost-retailer owned Same functionallyLookalikesSimilar qualityHouse brandsImitate visual features Name of retailer appears strongExclusive Designer LabelstrongWideHighMediumLimitedHighMediumWideHighstrongHighLimitedHighVery strongMediumWideHighMedium Mediumas separate brand Exclusively designed for retailers carry designer'sLowname 7Fascia brands12/19/2013Private labels Retailer's name is strongly associatedHighInstitute of Agri Business Management7 8. Brand Development Strategy A retail brand is a combination of companys heritage, merchandise mix, store ambience, service strategy, advertising and promotion. Three major questions - Can brand identified with lifestyle of customers? - Is there any perceptible difference between retailers? - Can a story be woven around the brand?12/19/2013Institute of Agri Business Management8 9. Pentagon Strategy ProductPlaceCommunicationValue12/19/2013PeopleInstitute of Agri Business Management9 10. Triangle Strategy SystemLogisticsSuppliers12/19/2013Institute of Agri Business Management10 11. Retail value chainSupport FunctionsThird Party LogisticsSuppliersCustomer managementRetail OperationsCustomersSystem12/19/2013Institute of Agri Business Management11 12. Key Issues Look alike own brands Not only imitate trade marks, graphics, colours, lettering, words and packaging but also name of branded products. Brand owner verses retailers - Lookalike steals goodwill - Gimmick to position - Diminish consumer choice12/19/2013Institute of Agri Business Management12 13. New Developments in Own Brand Strategy LowExtent of innovationHighContribution to brand positioningHigh House BrandsFascia BrandsReengineered copycatTactical Counter brandBudget/fighting GenericsLow 12/19/2013Institute of Agri Business Management13 14. Own brands and its impact Total retail brandTrading Format, Marketing Communications, Services, etc..Manufacturer brandsFit and interaction with retailer image and positioning 12/19/2013Own brandsType and proportion of own brandsInstitute of Agri Business Management14 15. Managing Brand Equity Customer LoyaltyBrand AwarenessPerceived QualityBrand AssociationB R A N D E Q U I T YProprietary Assets12/19/2013Institute of Agri Business ManagementBenefits the customers by enhancing their confidence in the purchase decisionProvides value maximisation for the parent firm through enhanced brand loyalty, brand extension, competitive advantage etc.15 16. Brand Loyalty Develop a positive deposition towards the brands on the basis of a positive brand attitude Develop a store or brand preference Continue to patronise the retail outlet or brand over a period of timeContd. 12/19/2013Institute of Agri Business Management16 17. Monopoly loyalty Inertia loyalty Convenience loyalty Price loyalty Incentivised loyalty Emotional loyalty12/19/2013Institute of Agri Business Management17 18. The pyramid of brand loyalty Committed buyer, brand equity is high Like the brandsclear brand assets, considers brand as a friend Satisfied buyer with switching cost-brand equity with point of vulnerabilityHabitual/satisfied buyer-no reason to break off relations, brand equity diffuse Brand switcher/price sensitive buyers/indifferent to brand-no loyalty-no equity 12/19/2013Institute of Agri Business Management18 19. Key terms Brand Value Brand Equity Brand Loyalty Brand Awareness Brand Association Perceived Quality12/19/2013Institute of Agri Business Management19 20. References Retail Management by S. C. Bhatia (pp 278-299) Retailing Management Text and Cases by Swapna Pradhan (pp 481516) Retail Management by Suja Nair (pp 401-412) Retail management by Gibson G. Vedamani (pp 191-203)12/19/2013Institute of Agri Business Management20