BRANDING The Cornerstone of Success Visual Merchandising BRANDING
BRANDING: The Cornerstone of Success Visual Merchandising
BRANDING The directions to grow
BRANDING The directions to grow Strategy for the Brand management
BRANDING The directions to grow Strategy for the Brand management Credibility
BRANDING The directions to grow Strategy for the Brand management Credibility Future market investors
BRAND IS NOT A LOGO!!!
LOGOTYPE
SYMBOL
MONOGRAM
And neither of these is a brand. They are just a symbol for it.
Human being - Human being name - Human being signature Brand - Company’s name - Company’s trade mark - The human being qualities and differentials - Identity and positioning - the way the human being shows his image, the way he dresses to built it. - Visual Merchandising - Reputation - BRANDING
“A brand is a kind of platonic ideal - a concept shared by society to identify a specific class of things. ” (Marty Neumeier)
“Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people” (Marty Neumeier)
“Branding minimizes the communication and marketing investments, and contribute to customer loyalty” (Alvaro Guillermo)
OLFACTORY MARKETING
OLFACTORY MARKETING Biological explanation
TASTE SIGHT TOUCHING HEARING OLFACTORY
TASTE SIGHT TOUCHING THALAMUS HEARING OLFACTORY
TASTE SIGHT TOUCHING THALAMUS AMYGDALA HEARING OLFACTORY
TASTE SIGHT TOUCHING HEARING THALAMUS AMYGDALA EMOTIONAL INFORMATION OLFACTORY
TASTE SIGHT TOUCHING HEARING THALAMUS AMYGDALA MEMORY CENTERS EMOTIONAL INFORMATION OLFACTORY
EMOTIONAL Shopping
EMOTIONAL Shopping lifestyle
expperiences EMOTIONAL Shopping lifestyle
expperiences EMOTIONAL Shopping concept lifestyle
expperiences EMOTIONAL Shopping concept acceptance lifestyle
part of a tribe expperiences EMOTIONAL Shopping concept acceptance lifestyle
RATIONAL Shopping part of a tribe expperiences EMOTIONAL Shopping concept acceptance lifestyle
PRODUCTS RATIONAL Shopping part of a tribe expperiences EMOTIONAL Shopping concept acceptance lifestyle
PRODUCTS RATIONAL Shopping VISUAL MERCHANDISING expperiences part of a tribe EMOTIONAL Shopping concept acceptance lifestyle
DATA - Increases impulse buying at 38% - Scented shelves are two more times attractive to customers - There is perception in 62% of customers for aroma applied at the Point of Sale - 97% approve and 84% show intent to return to the store * Data Research Institute BVA - Brule Ville Associes.
TOP 8 TIPS
FRONT LOOK
FRONT LOOK Where does your store begins?
Anywhere it can be seen from!
Where Anywhere doesit your can be store seen begins? from! top of the escalator
Where Anywhere doesit your can be store seen begins? from! top of the escalator other side of the street
Where Anywhere doesit your can be store seen begins? from! top of the escalator other side of the street top of a building
IT DOESN’T HAVE TO CALL THE ATTENTION
IT DOESN’T HAVE TO CALL THE ATTENTION JUST THE TARGUET’S ATTENTION
TARGET’S ATTENTION color
TARGET’S ATTENTION shape
TARGET’S ATTENTION light
TARGET’S ATTENTION seen from outside
TARGET’S ATTENTION seen from outside
HOT SPOTS
HOT SPOTS promotion
HOT SPOTS promotion preview
HOT SPOTS promotion preview best seller
Top products HOT SPOTS Top products promotion preview best seller Top products
Top products HOT SPOTS Top products promotion preview best seller Top products
DRESSING ROOM
DRESSING ROOM
DRESSING ROOM
DRESSING ROOM
DRESSING ROOM
DRESSING ROOM
DRESSING ROOM
ILLUMINATION
COLD HOT
WHITE YELLOW
WHITE YELLOW general focused
general
focused
closer focus
CIRCULATION
cashier Exit cashier Entrance
6% cashier Exit cashier 32% 35% Entrance 13% 14%
6% cashier Exit 32% 35% cashier Entrance 13% 14%
WHERE TO PUT?
WHERE TO PUT? Costumer’s logic
WHERE TO PUT? Costumer’s logic Make family products
DETAILS
SHOE WOO
SHOE WOO
SHOE WOO
SHOE WOO
VISUAL MERCHANDISING FOR FRANHISING
Modulate Formats
Modulate Formats
6 parts
5 parts
4 parts
3 parts
Cultural GAP
1 st STEP - Consumption behavior research
1 st STEP - Consumption behavior research 2 nd STEP - Local competitors
1 st STEP - Consumption behavior research 2 nd STEP - Local competitors 3 nd STEP - Keep the identity, change the mood!
larissa. moraes@maisgrupo. com. br
- Slides: 95