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Retail Branding according to Grizzanti Consulting

By definition retail and private label branding are the cases in which product purchase is unambiguously tied to trust in the perceived quality of the sales service. In the retail world, the design of the so called own-brand has a particular strategic position for the image of any company which operates in the distribution sector, from the single brand shop to franchising, from the distribution chain to the superstore.

STRATEGIC CONTEXT
The strict link of identity between the corporate image and the own branded product necessitates identifying a network of recognisable elements which, at a strategic level, allow private label products to be inserted in a global identity system coherent with the company vision, the product positioning, and the distribution context into which it will be traded.
Grizzanti Consulting has developed specific solutions for operations in retail branding, where base needs are tied to the synergetic relationship that shop sign/product/identity have to develop coherently over time in order to provide brand value to the reference brand.

BEYOND PACKAGING
When talking of the product, it would be reductive to speak selectively about packaging, playing on factors of differentiation or analogies with the competition. This also goes for working on a product line that may include the redesign of every support based on the global identity system of the retailer.

VISUAL COEFFICIENT ©
The promise that the brand concept itself contains needs to be explained in terms of words and symbols, so that the consumer instinctively catches the link between location, brand and shelf and that of the shop sign and the product. To convert this promise into perceptible codes, Grizzanti Consulting has identified a specific parameter the "visual coefficient ©" that makes the brand immediately traceable.

Gaetano Grizzanti © 1986-2014 gaetano@grizzanti.itcopyrightarea riservata