Short answer
Shift focus from designing individual products to designing the entire retail experience as a manifestation of the retailer's brand.
- Field
- Innovation & Markets
- Source
- International Journal of Retail & Distribution Management (2010)
- Method
- Literature Review
- Evidence
- Strong effect
Retail branding research has evolved from focusing on product attributes to viewing the retailer itself as a brand, necessitating a broader strategic approach. This innovation & markets research insight is drawn from a 2010 study published in International Journal of Retail & Distribution Management. Using Literature review, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift focus from designing individual products to designing the entire retail experience as a manifestation of the retailer's brand.
Retailer as Brand: Evolving Strategies in Brand Management
Retail branding research has evolved from focusing on product attributes to viewing the retailer itself as a brand, necessitating a broader strategic approach.
International Journal of Retail & Distribution Management · 2010
Key Findings
- 01Early retail branding research primarily focused on the 'store brand' or private label products.
- 02Research has expanded to encompass the 'retailer as a brand' and the 'organization as a brand'.
- 03The conceptualization of the brand in retail research has broadened from product to store to organization.
Application
Design takeaway
Shift focus from designing individual products to designing the entire retail experience as a manifestation of the retailer's brand.
How to apply
When developing a new retail concept or rebranding an existing one, consider the retailer's overarching brand narrative and ensure all design elements reinforce this identity.
Project actions
- 01When researching, look for how companies present themselves as a whole, not just their products.
- 02Consider how different design elements (logos, store interiors, packaging) work together to create a unified brand image.
Method & Evidence
Strengths & Limitations
Strengths
- +Provides a comprehensive overview of a research area.
- +Identifies clear evolutionary trends in academic thought.
Limitations
This research is a review of existing work, so it doesn't present new empirical data.
Reliability & validity
The reliability of this review is based on the thoroughness of the literature search and synthesis. Validity is supported by the consensus within the reviewed academic literature.
Think critically
How might the increasing prevalence of online retail further blur the lines between product branding and retailer branding?
Design Principles
"The retailer's brand identity should be consistently expressed across all touchpoints, from product design to store layout and customer service."
Understanding this evolution is crucial for designers and marketers aiming to build strong, cohesive brand identities. It highlights the shift from product-centric to organization-centric branding, impacting how customer experiences, store design, and marketing communications are integrated.
What This Means for Your Design
Think about how a whole shop or company is like a brand, not just the things they sell. It's about the whole feeling and reputation.
How to use in your project
- 1.Use this research to justify why your design project should consider the broader brand context of the client or company.
Add to My Project
Quick Cite
Paragraph starter
The evolution of retail branding research, as highlighted by Burt and Davies (2010), demonstrates a critical shift from product-centric 'store brands' to a holistic view of the 'retailer as a brand'. This progression underscores the importance of considering the entire organizational identity and customer experience when developing design solutions, moving beyond isolated product features to a unified brand narrative.
Source
International Journal of Retail & Distribution Management
From the retail brand to the retail‐<i>er</i> as a brand: themes and issues in retail branding research
journal · 2010
View sourceQuestions About This Research
- What does the research say about retailer as brand: evolving strategies in brand management?
- Shift focus from designing individual products to designing the entire retail experience as a manifestation of the retailer's brand. Evidence: International Journal of Retail & Distribution Management (2010).
- Why does "Retailer as Brand: Evolving Strategies in Brand Management" matter for design?
- Understanding this evolution is crucial for designers and marketers aiming to build strong, cohesive brand identities. It highlights the shift from product-centric to organization-centric branding, impacting how customer experiences, store design, and marketing communications are integrated.
- How can designers apply this research?
- Shift focus from designing individual products to designing the entire retail experience as a manifestation of the retailer's brand.
- What were the main findings?
- Early retail branding research primarily focused on the 'store brand' or private label products.. Research has expanded to encompass the 'retailer as a brand' and the 'organization as a brand'.. The conceptualization of the brand in retail research has broadened from product to store to organization.
- What research method was used?
- Literature Review.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2010 journal from International Journal of Retail & Distribution Management.
- What should I do differently in my next project?
- When developing a new retail concept or rebranding an existing one, consider the retailer's overarching brand narrative and ensure all design elements reinforce this identity.
- What are the limitations?
- The review is based on existing academic literature and may not capture all emerging industry practices or unpublished research.