Retail Branding

From stopping power to shopping power

Second print now available!

Although branding is the buzz-word in books on business, this is the first to cover retail branding is such detail. Branding for retail differs in many ways from product and corporate branding. Most significantly, the tangible character of retail enterprise is reflected in the familiar slogan, “Experience the Brand”. What is the difference between products and retail, between branding and marketing, between a product brand and a retail brand? How do
retail brands originate, how do they work and gain direction?

This book, based on 25 years of experience in retail branding and design, explains the complex and holistic nature of retail branding in a very accessible manner. The first and major section highlights the essentials of retail branding, through practical information, surprising insights, striking examples and some theory. The second and third section discuss retail renewal and innovation and the translation of branding principles to tangible retail design.