Brandstand: Strategies for Retail Brand Building

by Arthur A. Winters, Peggy Fincher Winters
and Carole Paul

Today’s major retail marketers look to the power of branding as their most potent and valuable strategic asset. Brandstand is the retailer's strategy for creating a unique "sound" for a particular store, its produts and its services.

This fascinating book of case studies demonstrates what really works in effective retail brand management, showing readers a myriad of marketing and creative efforts that help develop a branding story.

It examines 10 brand strategies used by innovative marketers and explains and redefines the industry's buzz words: Brand Awareness; Brand Image Positioning; Spiral Branding, Attributes, Benefits, Commitments, Destination Branding and Experiential Branding; Brand Associations and more.

Filled with over 500 full-color photographs, Brandstand identifies, analyzes, and interprets each brand, and presents a new, “how-to-think” rather than “what-to-think” theory about building retail equity.

Contents

How to use Brandstand
Glossary

Specialty Stores—Apparel
Talbots • Saks Fifth Avenue • Henri Bendel • Holt Renfrew • Laura Canada • Marshall's • The Men's Wearhouse • Mexx • H&M

Designers
Etro • Kate Spade • Hermes • Bruno Magli • Donna Karen • Wolford • Cartier

Manufacturers
Hart Schaffner & Marx • Keds • Columbia Sportswear

General Merchandisers
Target • Mansour's • Harrods • Macys

Home Furnishings
The Container Store • Crate & Barrel • Ethan Allen

Miscellaneous
Sephora • eLuxury • RedEnvelope • Marsh Supermarkets • Office Depot • Best Buy

Shopping Centers
Park Royal • BurJuman Centre • Pacific View Ventura • Tysons Corner Center and L.L. Bean

click here to see books • videos • cd-roms of related interest