Internationalization of retail |
The focus of the paper is on the development and positioning of the brands, based on international retail chains practice. The key terms in relation to branding aspect represent the starting point in the paper, as well as the identification of main values for successful brand positioning. Planning and implementation of marketing communication and analysis of brand performance have been discussed in the paper. Special attention has been paid to the analysis of the retail environment through the development of the model that defines the retail location, competition, customer and product aspects. The research focusing on the development of international retail chains and key elements for successful brand positioning and brand profitability has been presented. Building profitable retail brand is largely linked to the strategy that is chosen for the development and brand positioning.
Iva N. Joksimović |