TAILIEUCHUNG - Lecture Retailing in the 21st Century - Chapter 2: Branding your business

This chapter presents the following content: Recognize the importance of branding, take steps to build brand power, maximize your brand potential, define various types of customers, identify your customers and learn the importance of knowing them, determine what motivates customers to buy. | Ch. 2: Branding Your Business Recognize the importance of branding Take steps to build brand power Maximize your brand potential Define various types of customers Identify your customers and learn the importance of knowing them Determine what motivates customers to buy This is the overview of topics at the beginning of Chapter 2. Naming Your Retail Business Memorable Image-driven Short Easy to spell Easy to pronounce Not generic Clever but clear Research others’ possible use of your selections Nothing negative or offensive (in any language) Think “staying power” URL availability for Web site Register name with state and . Patent/Trademark Office When each of these factors is taken into account, it becomes more difficult to select a great name that someone else hasn’t already decided to use Creating a Business Logo Keep it simple, easy to recognize Select font size/style carefully Seek out and study other logos you like Hire a graphic designer to create 2 or 3 options Ask a variety

• Quản trị kinh doanh
• Lecture Retailing
• Retailing in the 21st Century
• Business planning
• The retail industry
• Brand power
• Motivates customers
• Retail business
• The dynamic nature of retail
• Retail readiness
• Business structure
• The global marketplace
• Web site design
• Retailing management
• Lecture Retailing management
• Retailing strategy
• Merchandise management
• Store management
• Retail mix
• Types of retailers
• Customer buying behavior
• Stimulating need recognition
• Retail marketing strategy
• Financial strategy
• Retail locations
• Retail site location
• Human resource management
• Information systems
• Supply chain management
• Customer relationship management
• Managing merchandise assortments
• Merchandise planning
• Buying merchandise
• Setting retail prices
• Retail communication mix
• Managing the store
• Store layout
• Customer service
• Customer service strategies