| Title |
A Study on the Classification of Retail Branding Space |
| Authors |
Oh Jung-Ah ; Lee Hyun-Soo |
| Keywords |
Retail Branding ; Brand Identity |
| Abstract |
Retail Branding strategy based on ‘a store as a brand’ concept is one of the most important and creative strategies in the field of the contemporary brand marketing. This research aims to set up fundamental notions about what is retail branding strategy, and classify the types of retail branding space through the case study. The result of this research is as follows: Retail branding space could be classified into two different categories ? a type of visualized brand identity and a type of contents used in space as an expressive media. According to the visualized brand identity types, it is also categorized into two different types - ‘Visualscape Space’, where visual identity element is prevailed, and ‘Imagescape Space’, where mind identity is mostly in use. Moreover, the type of contents used in space as an expressive media is divided into three different categories - ‘Brandtainment Space’, where customer experience with fun elements in space is emphasized, ‘Brand Intimate Space’, where customer experience stressed on brand serviced-space is prevailed, and ‘Brand Expanded Space’, where expansion of typical brand image into a new business area could be possibly happened. The result could be useful for understanding and applying retail branding concept to various ways. |