RETAIL BRANDING AND IMAGE
Learning outcomes of the course unit
The course is based on giving to the students both the theoretical and the operational bases for the analysis of the brand management strategies in the retail industry.
Course contents summary
Retail branding strategies, starting from the analysis of the brand equity and brand management principles, with a particular focus on: different vertical branding practices, retail branding aims and objectives, the private label life cycle, the impact of private labels on competitive relationships between retailers, the impact of retail branding on store loyalty.
FORNARI E. (2007), “Economia della marca commerciale. Le dimensioni del branding distributivo”, Milano, Egea.
kELLER K.L., BUSACCA B., OSTILLIO M.C. (2005), "La gestione del Brand", Milano, Egea
Lecturers integrated with managerial seminars and case histories discussion.
Assessment methods and criteria